Additional Tools & Techniques 1.2
| Research Tool/Technique |
Comments |
| Product Optimization |
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Product optimization is a variant of concept or product testing, in which
elements of a product are changed while controlling for changes in other
variables. Different products are created, and then evaluated using an
experimental design (e.g., incomplete block design).
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- Reactions to each product element are "teased apart"
statistically, and an optimal product configuration can then be identified.
- Concept
or product testing typically follow this phase.
|
| Price Elasticity |
|
Price elasticity is a brand-specific analysis conducted on non-promoted volume
to determine a brand’s share sensitivity to changes in its own price. A
similar analysis, call cross-elasticity analysis, identifies changes in a brand’s
share based on changes in competitive pricing.
|
- These analyses are useful for setting price targets, and for developing
general price/promotion strategies.
- Custom research and HH panel data can both
be used to assess price elasticity.
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| Common Household Panel Analyses |
- Demographic Profile Analysis »
- Brand Switching Analysis »
- Trial & Repeat Analysis »
- Share of Requirements »
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- Profiles users of a specific brand on a series of household demographic
characteristics, and shows purchase cycles, usage patterns, and relative BDI
for key demographic groups.
- Reveals the amount of brand cross-purchasing occurring in a category under
both promoted and non-promoted conditions. Differences in switching by
region or demography are also provided.
- Analysis shows the development of trial, repeat, and depth-of-repeat
purchasing.
- Percent of buyer volume accounted for by that brand.
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| Common Sales Analyses |
- CDI/BDI Analyses »
- Sales Per Point »
|
- Ranks markets on the basis of relative category or brand development, and
is useful for finding under- or over-developed markets.
- An analysis that computes the sales velocity in a market per percentage
point of all-commodity volume distribution (ACV), represented as a unit
figure.
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