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.
History
Rockbridge 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.Research on Technology Readiness, Retrieved on 2009-07-27. 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).
Ananthanarayanan Parasuraman collaborated with Rockbridge to publish a paper in 2000 in the Journal of Services Research on the Technology Readiness Index (TRI).Technology Readiness Index (Tri), Retrieved on 2009-07-27. Rockbridge began licensing the TRI for commercial use under the name Techqual. Free licenses were granted to scholars around the world.Customer Segmentation, Retrieved on 2009-07-27. 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.Advisory Board and Senior Fellows, Retrieved on 2009-07-20.
In 2001, Parasuraman and Charles L. Colby published a book on consumer technology behavior, Techno-Ready Marketing: How and Why Your Customers Adopt Technology.
In 2004, Rockbridge partnered with Dr. Tom Reynolds to implement a means-end methodology based on laddering interviews on the Internet.Understanding the Hearts and Minds of Buyers: An Interview with Dr. Thomas J. Reynolds, Retrieved on 2009-07-27.
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.(2006-05-26). Rockbridge Associates Selected as Market Research Partner for Consumer Electronics Association, Retrieved on 2009-07-20.
In 2008, Rockbridge representatives spoke at the American Marketing Association's Frontiers in Services Conference,It’s not Easy Being Green: Or is it?, Retrieved on 2009-07-22. and the Marketing Research Association's Annual Conference., Retrieved on 2009-07-27.
In 2008, Rockbridge launched its Green Technology Index, which measures receptiveness to innovative green behaviors and products.50+ Consumers Are Buying Into Green Technology, Retrieved on 2009-07-27.
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.“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.
In 2012, Gina Woodall became the President of Rockbridge, while Charles Colby, assumed the role of Chief Methodologist.
References
External links Official Website National Technology Readiness Survey Center for Excellence in Service at the University of Maryland’s Robert H. Smith School of Business Techno-Ready Marketing