Abstract:

The paper argues the case for extending the value of much market research data concerned with concept testing, concept/product use testing and usage and attitude tracking studies by employing modelling systems to predict sales volume or market shares. The points are made that: - such an approach can do much to improve the success rate of new product launches - the present state of the art of available systems is such that their forecasting abilities and versatility in dealing with different product and market scenarios is considerable. - since much of the data is available anyway, only relatively small amounts of time, effort and money are necessary to extend the value of market research to a substantial degree.