Choice modeling makes it possible to simulate the shopping and decision-making process, with all of the important variables carefully controlled by rigorous experimental design, so that the new product's sales revenue can be accurately predicted.
Equally important, choice modeling helps marketers understand the many variables that underlie that forecast.
Successful win-loss research programs are built around a well-tailored research tool that collects crucial information from decision makers and influencers who are involved in the sales decision process.
The overall goal of the research is to determine what factors are used as decision criteria in selecting a company for a project.
Free white papers and articles on different marketing research techniques.
Topics range from advertising research, to innovation, to concept testing and product testing, to win-loss evaluation.Segmentation approaches can range from throwing darts at the data, to human judgment, to advanced cluster modeling.We will explore four such methods: factor segmentation, k-means clustering, Two Step cluster analysis, and latent class cluster analysis.However, coming up with and developing great product ideas that will be talked about can be a daunting task.Additionally, how can a marketer know that an idea is really “great” and will be talked about by consumers?This article outlines some basic guidelines to help you decide if a private panel is right for your company.Most analysts define operations research and management science to mean the application of the scientific method and advanced analytics to the solution of business problems.Many marketing executives know quite a bit about category management, since it’s a core concept in retailing, or distribution through retail stores or online venues.The purpose of this article is to share some research and analytic ideas that might prove useful to stimulate your thinking about ways of improving the process of Category Management.Through the use of advanced analytics and modeling, it offers insight executives need to make better strategic decisions that will drive business success.Over the past decade, some companies have set up private online panels as an economical way to conduct marketing research projects.