Predicting product performance on the basis of consumer opinions
Over the last 18 months, empirical studies have been conducted by Scantest Research Limited using a research technique called Scantest. This technique attempts to predict, from consumer opinions, rank order sales and absolute percentage sales for individual product items within a given range. Most of the research undertaken has related to patterned carpets; it is the purpose of this paper to outline the research technique and to describe how Scantest has been used to predict the performance of individual carpet designs differentiated by pattern and/or colour, and to detail the results achieved so far.
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