Information And Resources Concerning Test-Market Simulation Research

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There are 3 articles in our archive related to this topic.

The art and science of market testing

After 75 years, market testing is becoming the Cinderella of the research world. This article discusses market testing, including the matrix marketing strategy and a case study.

Walking a fine line

Using customer surveys, Stiefel Laboratories discovered that some of its soap users purchased the product on impulse rather than on a doctor’s recommendation. With the goal of increasing these impulse buys, the tested two new potential packaging designs. Using a simulated store shelf planogram, researchers determined how quickly the Oilatum box was seen and how long respondents looked at it. Consumers then viewed the designs separately to determine the points on the packaging they noticed first, second, etc. The researchers used eye tracking and verbal interviews to collect data.

Market simulation software becomes smarter all the time

Difficulty comes when market simulation software is used to try to find an optimum product (where optimum refers to maximizing the market share, revenue, or profit that the product attains) or optimize an entire product line. This article discusses how the problem can be addressed through linear programming and algorithms.

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