| |
DecisionPoint Brings Shelf to Life
New product forecasting and consulting specialist BASES has launched DecisionPoint, a tool which models key market factors in the context of a simulated retail shelf, in order to estimate consumer response to a wide variety of marketplace scenarios.
DecisionPoint is available globally and can be used as a stand-alone technique or to complement a traditional BASES study. The service measures multiple factors that impact the test brand and its competitive environment, including price sensitivity, response to in-store conditions and promotions, packaging variations, and line-up changes. Mass marketing can also be simulated - competitive stimuli ranging from simple concept statements through finished advertising can be shown to respondents for the test brand and competitors.
'Retail dynamics can have a very significant impact on purchasing behavior', comments Joe Stagaman, the firm's Senior VP, Global Product Development. 'Competitive entries, product line-up, price reductions, and different trade promotions can have a significant effect on sales of a new product or established brand.'
In the past week, BASES announced it had been selected as P&G's preferred global supplier for new product forecasting (see DRNO ). This is also the subject of this week's EarPiece podcast.
BASES has offices in 22 locations around the world and is online at www.bases.com .
|
