This chapter will focus on the application of modelling with data and research findings (often otherwise collected) to enable businesses and organisations to improve their effectiveness. Underlying methodology will be touched on where it is considered to influence the interpretation and application of results. The world of packaged goods has traditionally created the data sets required in modelling so it is not surprising that many of the modelling approaches have been developed for and by the packaged goods industries. Modelling has become increasingly popular as the advances in computers have brought the data and software tools to a wider audience. It has also been seen as âthe answerâ to âHow do I make sense of all these data?â.