Ziment Unveils Order-of-Entry Modelling Technique

In New York, healthcare researcher Ziment has introduced an analytic technique for modelling 'order-of-entry' effects on new product research and forecasting.

Its new SEQUENCEZ method has been designed to provide forecasters with more accurate assessments of the effect of launch sequence and time-to-market on market share.

'It is just too difficult for respondents to estimate how they will react when a product that has not yet launched enters a future market containing other products that have also not yet launched, but are expected to have been available at the time the product in question is approved,' explains CEO John Tapper. 'Until now, no one has provided a rigorous model that explicitly accounts for the ways in which order of entry and time to market impact uptake.'

Ziment's approach combines techniques for estimating uptake curves (including Bass models, analogues, and Demand Calibration) with time-series analyses, to adjust peak-share estimates to reflect order-of-entry and time on market.

The new solution has been incorporated into a number of the company's marketing and research approaches that involve new product or new concept evaluations.

Ziment Group is the global healthcare research brand of The Kantar Group - WPP's Information and Consultancy Division. Web site: www.zimentgroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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