Predict Potential of New-Product Options - Without Prototypes, Tests

A new research method developed by BRX Inc. (Rochester, New York) can be used to predict market potential by integrating assessments of many different product-feature combinations with simulated shopping, product usage, and purchase intent information. BRX-OMETRICS eliminates the steps of building p...

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Bibliographic Details
Published in:Marketing News 1985-01, Vol.19 (1), p.57
Main Authors: Axelrod, Joel N, Wybenga, Hans
Format: Article
Language:English
Subjects:
Guidelines
Market shares
Methods
Predictions
Product development
Purchase intention
Online Access:Get full text
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Summary:A new research method developed by BRX Inc. (Rochester, New York) can be used to predict market potential by integrating assessments of many different product-feature combinations with simulated shopping, product usage, and purchase intent information. BRX-OMETRICS eliminates the steps of building prototypes of each new-product alternative and submitting each to consumer testing. BRX-OMETRICS uses utility values to predict trial rates and market share for a large number of product combinations. Data are collected in 8 stages, from past consumer behavior to anticipated use, and weighted by actual market share data to project simulated store purchase data. Future purchase intent data are also weighted to produce estimates of retrial. Utility scores from the conjoint study are calibrated with share estimates obtained for the configuration tested in the simulated store.
ISSN:0025-3790