Ipsos Launches WAR to Track Consumer Spending

In New York, Ipsos Loyalty Research has introduced the 'Wallet Allocation Rule' (WAR); a new research model to help businesses track their share of consumer spending.

The WAR model was designed through a partnership between Ipsos Loyalty's Global Chief Strategy Officer Timothy Keiningham and VP of Analytics Alex Buoye, as well as a number of leading academics.

The model uses customer rankings of brands to predict the percentage - or share - of spending a company will capture in its market. Using the tool, businesses can link their customer survey data with the 'share of wallet' that their customers allocate to their chosen firm and to that firm's competitors.

As a result, managers can identify what they need to do to drive share, and investments can be prioritized based on the likely impact they will have on changes in customer spending on a product, service or brand.

WAR has been tested and validated over a two year period with a study of the purchasing habits of 17,000 consumers in more than a dozen industries.

Keiningham comments: 'Customers may be very satisfied with your brand and happily recommend it to others - but if they like your competitors just as much (or more), you're losing sales. Backed by our extensive research utilizing thousands of samples and numerous real-world situations, our WAR model shows that what matters most is how well a company ranks in comparison to its rivals.'

Web site: www.ipsos.com .