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Rockbridge Associates, Inc. is a market research firm located in Great Falls, Virginia, founded in 1992. It has conducted research in areas including technology readiness and green technology.
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| Industry | Market Research |
|---|---|
| Founded | 1992 |
| Headquarters | , |
Key people | Charles Colby - President Gina Woodall - Senior Vice President |
| Services | Customer Satisfaction and Loyalty, New Product Development Research, Customer and Market Segmentation, Website Usability, Brand Equity, Event and Meeting Evaluations |
| Website | www |
History
editRockbridge Associates, Inc. was founded in 1992 by Charles Colby.
In the late 1990s, Rockbridge began conducting a series of pilot tests with corporate clients like American Online and Sallie Mae to create a Technology Readiness Index.[1] In 1999 the company released the first annual National Technology Readiness Survey (NTRS), which was awarded top honors by the Cable & Telecommunications Association for Marketing (CTAM).[2]
Ananthanarayanan Parasuraman collaborated with Rockbridge to publish a paper in 2000 in the Journal of Services Research on the Technology Readiness Index (TRI).[3] Rockbridge began licensing the TRI for commercial use under the name Techqual. Free licenses were granted to scholars around the world.[4] Rockbridge also became a partner in the Center for Excellence in Service at the University of Maryland, College Park's Robert H. Smith School of Business.[5]
In 2001, Parasuraman and Charles L. Colby published a book on consumer technology behavior, Techno-Ready Marketing: How and Why Your Customers Adopt Technology.[6]
In 2004, Rockbridge partnered with Dr. Tom Reynolds to implement a means-end methodology based on laddering interviews on the Internet.[7]
By 2006, Rockbridge Associates became the market research partner of the Consumer Electronics Association (CEA), and operated the CEA's market research division until 2008.[8]
In 2008, Rockbridge representatives spoke at the American Marketing Association's Frontiers in Services Conference,[9] and the Marketing Research Association's Annual Conference.[10]
In 2008, Rockbridge launched its Green Technology Index, which measures receptiveness to innovative green behaviors and products.[11]
In 2009, Rockbridge worked with Network Solutions and the University of Maryland, College Park to release the Small Business Success Index, which was featured on Fox News.[12][13]
In 2012, Gina Woodall became the President of Rockbridge, while Charles Colby, assumed the role of Chief Methodologist.[14]
References
edit- ↑ Research on Technology Readiness, Retrieved on 2009-07-27.
- ↑ (1999-07-30). National Technology Survey Awarded Top Honors By Cable and Telecommunications Industry[dead link], Retrieved on 2009-07-20.
- ↑ Technology Readiness Index (Tri), Retrieved on 2009-07-27.
- ↑ Customer Segmentation, Retrieved on 2009-07-27.
- ↑ Advisory Board and Senior Fellows, Retrieved on 2009-07-20.
- ↑ "Techno-Ready Marketing Home". www.technoreadymarketing.com. Archived from the original on 2002-10-04. Retrieved 2025-10-11.
- ↑ Understanding the Hearts and Minds of Buyers: An Interview with Dr. Thomas J. Reynolds, Retrieved on 2009-07-27.
- ↑ (2006-05-26). Rockbridge Associates Selected as Market Research Partner for Consumer Electronics Association, Retrieved on 2009-07-20.[dead link]
- ↑ It’s not Easy Being Green: Or is it?, Retrieved on 2009-07-22.
- ↑ Technology and Research - Will the “Old” Analog TV Spectrum Change the Way Future Research is Conducted, Retrieved on 2009-07-27.
- ↑ 50+ Consumers Are Buying Into Green Technology, Retrieved on 2009-07-27.
- ↑ “New Index Reveals America’s Small Businesses are Optimistic About Their Future, Retrieved on 2009-07-22.
- ↑ 2009-01-04.Small businesses are optimistic, regardless of the current gloomy economic situation : Roy Dunbar CEO on Fox News, Retrieved on 2009-07-22.
- ↑ "Gina Woodall becomes CEO of Rockbridge". Rockbridge. August 19, 2012.