Using attribute utility values generated by
trade-off analysis exercises (conjoint, discrete choice
modeling), SMART
develops PC-based market share simulators that enable clients to
simulate probable market response to discrete attribute changes. The
customized simulators yield the share of choices (market share) each
product/service configuration receives under interchangeable, "what
if" scenarios.
|
|
SMART’s
simulators allow clients to examine choice shares based to the total
sample, and attitudinal, behavioral & demographic segments. |
|
The
program calculates choice shares for each product/service profile, and
computes the percentage-point change from an uncalibrated base case
or a base case calibrated to fit existing market shares. |
|
Using
the results of rank order exercises, the software
facilitates scenarios based to the presence vs. absence of specific
brands/competitors. |
|
|
Ask a SMART representative how our market
share simulators
can add value to your next trade-off analysis study.
|
|
