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TRC NEWSLETTER - SEPTEMBER 2014

  Bridging the Divide between Classical and Behavioral Economics

Register for a FREE TRC-sponsored market research event in Minneapolis on Oct 28th from 3-6pm.

Classical Economics says "humans are rational." Behavioral Economics cries out "no, they are irrational." Evolutionary Theory chimes in, "they are both right!"

In his intriguing new book The Rational Animal, co-author Vlad Griskevicius - University of Minnesota's Professor of Marketing - discusses this notion of Evolutionary Theory and how it seems to explain otherwise inexplicable human decisions. We're happy to be hosting him (and hopefully you) for an evening of learning, networking, drinks, and hors d'oeuvres - high above the city of Minneapolis on The Marquette Hotel's 50th floor.

His presentation will be fun, easy-to-follow, and may just change the way you view consumer decision-making. We'd love to see you there!

Be sure to secure a spot today by RSVPing toThis email address is being protected from spambots. You need JavaScript enabled to view it.
  TRC Blog
As always, our bloggers keep posting interesting thoughts on research and the world around us. Check out the latest, and be sure to read:

How the Music Man Makes Me a Better Researcher, where Rich draws interesting parallels between the world of market research, people's "credulity" problem, and the famous story of The Music Man.

Little League Baseball and Big League Research. The exciting story of the successes of the Taney Dragons got us thinking about how research could be used to tease out the true drivers of the Philly-based-team's popularity.
  Rajan's Latest White Paper:
When You Should Consider Conjoint Over Key Driver Analysis

Customer satisfaction research almost always, and sometimes reflexively, involves key driver analysis to determine what drives perceptions. But is it always appropriate? Perhaps not, as Rajan points out in his latest white paper. There may well be times when conjoint is superior to well-established regression techniques.

  TRC in the Pages of Quirk's:
When Apple, Samsung, and Conjoint Came Together
We couldn't help but notice the role that market research and conjoint analysis played in the recent Apple v. Samsung mega-lawsuit. We've summarized it as a highly useful case study for analysts of all stripes, and Quirk's published it in its May edition.

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