Brand Insights: The Use of Choice and Online Methods, a Market Research Conference in NY, June 3rd, 2010, by TRC

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TRC, a market research and analytics firm, in partnership with the New York AMA will hold a market research conference themed “Brand Insights: The Use of Choice and Online Methods”. Guest speakers from Columbia University and the Wharton School of Business will join TRC’s Rajan Sambandam and Pankaj Kumar during sessions about the latest choice techniques, the use of social networks in new product developments and leveraging text mining to gain more insights about consumers.

Rajan Sambandam, TRC

At TRC we are committed to advancing market research. By teaming with our academic friends and organizations like the New York AMA we are able to spread the word about the latest techniques with a special focus on measuring consumer choices.

TRC Market Research (http://www.trchome.com) announced today their upcoming one-day market research event in New York on June 3rd, 2010. The New York Chapter of the American Marketing Association is its partner for this event.

Guest speakers from Columbia University (professor Oded Netzer) and the Wharton School of Business (professor Raghu Iyengar) will join Rajan Sambandam, TRC’s Chief Research Officer and Pankaj Kumar, TRC’s Executive VP, on the premises of New York AMA.

Registrations are being accepted at http://www.trchome.com

“At TRC we are committed to advancing market research. By teaming with our academic friends and organizations like the New York AMA we are able to spread the word about the latest techniques with a special focus on measuring consumer choices. I especially look forward to events like these for the discussions and the applications that are generated”, says Richard Raquet, TRC’s president.

The theme of this conference is “Brand Insights: The Use of Choice and Online Methods and the day will be divided into 4 sessions:
1/ “How to Measure Brand Value”, by Rajan Sambandam, PhD, TRC - will demonstrate that research, and in particular choice modeling, can be very useful in estimating and understanding brand equity and providing guidance for branding and pricing strategies.

2/ “Mine Your Own business: Understanding What People Say About Your Firm Online”, by Oded Netzer, Columbia University – will focus on how firms can benefit from consumers’ thoughts, beliefs, and experiences as discussed in online gathering places such as blogs, forums and chat rooms. This presentation will discuss a decoding mechanism to transform these raw qualitative data into meaningful knowledge for firms.

3/ “A Matter of Opinion: the Role of Social Networks in New Product Diffusion”, by Raghu Iyengar, Wharton School of Business – will look at how two factors (opinion leadership and social networks) impact the diffusion of new products and how discrete-choice technique can play a key role.

4/ “Want Choice? Show Some Consideration for Your Brand First”, by Pankaj Kumar, PhD, TRC – will discuss how managers can account for the fact that consumer decision-making is a two-stage process (consideration and choice), reality traditional conjoints ignore. Through an integrated model, Pankaj will show how brand managers can exploit the separate and distinct impact of marketing mix variable on the consideration and choice.

About TRC Market Research, a market research and analytics firm
TRC Market Research is a research and analytics firm that pairs customized solutions with senior-level attention to help solve business problems. TRC provides expertise in designing and implementing successful choice-related research, such as product configurators, discrete-choice conjoints and others.

Philadelphia-based TRC Market Research is affiliated with the Council of American Survey Research Organizations (CASRO) and the American Marketing Association.

For more information, call Lenka Kolar at 215.641.2225 or visit http://www.trchome.com.

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Lenka Kolar
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