UK-based SPA Future Thinking has launched Volumetric Choice Based Conjoint (VCBC), a new modelling methodology which it says will forecast a brand’s value and volume shifts against competitors.
VCBC is billed as a ‘super-efficient alternative’ to classic volumetric modelling and uses a number of ‘what if’ scenarios to model changes to market share, volume and brand value. Value and volume output changes are plotted against factors including changes in price, promotional strategies, packaging, range and product claims. Volume and value indexes for new potential scenarios can then be set against the current product position to indicate potential gains and risks.
MD Andrew Tharme says the methodology provides ‘a cost effective alternative to full volumetrics, identifying the best combination of variables to optimise and drive value of a product or product range.’
Formed by a merger
in September 2010, SPA Future Thinking acquired the Munro Group
in April 2011 and Essential Research
in September 2011, and now has a turnover of c.£20 million and offices in the UK, France, Germany and Italy.
Web site: www.spafuturethinking.com