IRIS USA
EMC Research
-
720 3rd Ave, Suite 1110
Seattle, WA 98104
- Email: ruth@emcresearch.com
- Website: http://www.emcresearch.com
- Phone: +01 (206) 204-8032
COMPANY INFORMATION
EMC Research is a national, full-service opinion research and strategic consulting firm. The company has offices in six locations, San Francisco/Oakland CA, Seattle WA, Portland OR, Washington DC, Orlando FL, and Columbus OH.
CLIENTS PORTFOLIO
Chevron Corporation
GlaxoSmithKline
Mc Kinsey & Company
Microsoft Corporation
Safeway Inc
T Mobile
The Home Depot
PUBLICATIONS
The difference between ‘less bad’ and ‘much better’
Recently, market researchers have become increasingly interested in integrating insights from ‘Behavioural Economics’ into their traditional research approaches. However, this was pretty much restricted to an inductive transfer of selected insights into designs and questionnaires on a case-by-case basis. Moreover, there was no systematic merging of these insights with the classical blockbuster tools of market research, especially with conjoint analysis. This go-to tool for simulating and modeling human choice is commonly criticised for assuming rational choice – something that has been regularly proved to be unrealistic. For the first time, a true solution to this problem has been identified by seamlessly merging conjoint analysis with the most important insights from ‘Behavioral Economics’. This makes predictions more valid while maintaining the core advantages of conjoint analysis.
