3rd Annual Marketing SymposiumBrand and Customer Insights: The Strategic Impact of Marketing ResearchRice University Jesse H. Jones Graduate School of Management, TRC and AMA HoustonUsing Research to Understand Brand Value Rajan Sambandam (Chief Research Officer - TRC Market Research)
Strategic B2B Engagement: Insights from Marketing Research at Waste Management Clinton Clark (Strategic Programs Manager - Waste Management) Brands, Customers, & Strategic Advantage: How FRITO LAY Does It? Patrick Santangelo (Marketing Manager AMP Energy - Pepsico) |
Rajan's session dealt with the issue of understanding brand value using research. In particular, it focused on the idea of brand equity (the intangible component of brand) and how it could be accurately measured in dollar terms using choice modeling. Rajan used an example with Discrete Choice Conjoint analysis to demonstrate how the premium commanded by different brands can be estimated. Then using the Purchase Funnel as a framework he talked about how incorporating consideration sets into the process can provide a more meaningul and accurate estimate of brand equity premium. Finally he talked about how awareness can be included in the process to help understand the sources of brand equity. In sum the discussion showed that research, and in particular choice modeling, can be very useful in estimating and understanding brand equity thus providing guidance for a firm on brand strategy.
"I found the TRC Conference both thought provoking and informative. All of the speakers had interesting ideas to share, and I wanted to immediately head back to the office to see how I could implement them. The opportunity to spend some quality time networking with other researchers (over a pleasant lunch) was a terrific bonus."
Marc Beebe, IEEE
"A highly informative event packed with practical and useful insights into the ‘how-to’s’ of best research practices. Not a wasted moment."
Claire Hassid, Strategic Planning Consultant
"The TRC conference was well worth my time as I learned two very useful research techniques that have relevance for our company's research dept– TEXO and Purchase funnel. Also, both were presented in a very clear and thoughtful manner"
Maria Cheung
Time Warner Cable
TRC and Yale BlogTRC is proud to be an official Knowledge Partner of the Yale Center for Customer Insights (YCCI). TRC's Chief Research Officer, Rajan Sambandam, will contribute to the Yale CCI Blog, consult on academic-practitioner issues and generally help spread the word about the good work being done by YCCI Fellows. Check out Rajan's latest contribution - Hey, I bought Jon Voight's Car! |
| TRC's White Paper Library offers, among others, various choice-related articles. Featured Choice-Related White Papers: How to Improve Your Segmentation with Max-Diff Conjoint Analysis vs. Self-explicated Understanding Choice in Banking: Use of Discrete Choice Analysis Sign Up to receive TRC e-Newsletters |
