Product launch decision testing and demand forecasting using virtual store shelves
Along with customer probes, simulated shelf testing is a method of launch decision testing for new products. It is an excellent method from the standpoint of measuring the relative power of a new product vis-a-vis competing products, and its importance has increased in recent years owing to intensification of competition and the decline year after year in the survival rate of new products. This paper introduces virtual shelf testing with the 'Tanagon' shopping simulator model along with a case study of new product demand forecasting using data obtained from Tanagon.
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