TRC

Understand the 'how' and the 'why' of choice and you'll build better products

You need information to support difficult product development decisions. We're ready to help, with a full array of choice-modeling and choice-based techniques, new ideas to get more out of your new product development (NPD) work, and the expertise needed to turn consumer feedback into useful insights.

• Need help sorting out important from unimportant features? Ask consumers and they'll tell you everything is important. Present them with a set of choices and you'll find out what they truly value. We can help. Learn more about how Max-Diff and other choice-based methods can help you make better decisions.

• Want discrete-choice studies that are more actionable? Realize that not everything's a trade-off. In fact, research has shown that buyers tend to follow a two-stage process when making decisions - first using rules of thumb to reduce the number of alternatives (a non-compensatory step) and only then weighing their choices in a more rational (compensatory) manner.

  Traditional discrete-choice analysis cannot account for this reality. TRC can, without adding questions and altering the intuitive choice task format. In the process we can identify "must haves" and "screen-outs" from the buyer's point of view - valuable insights to any new product development process.

• Configurators - gain insights by letting people build their own products and services. Sometimes its preferable to give control to the consumer, and let them optimize their purchase in a more a la carte manner. We'll help you implement configurator research, and show you how these data can be a valuable part of your new product development process.

• Incent people for good ideas with our Smart Incentives process - a compensation-based way to generate and evaluate better open-ended feedback.