Going Beyond Purchase Panels and Substitution Only Market Structures

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Limitations of Using Purchase Panels and Substitution-Only Market Structures By Summitry Worldwide.

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Going Beyond Purchase Panels and Substitution Only Market Structures

  1. 1. Beyond Purchase Panels Summitry uses Online panels for customized data collection to develop Behavioral Market Structures (Purchase Hierarchy) - as well as use for Product Portfolio Optimization to integrate Behavioral and Attitudinal elements. Limitations of the Purchase Panel Data  Can delineate hierarchical purchase structure, however cannot “link” to usage domains  Similarly, cannot develop Portfolio Management Structure, which integrates all the Behavioral and Attitudinal aspects (need states, consumer segmentation, brand personality) to provide an integrated and holistic view of consumers.  Purchase panels are not available for many industries (auto, apparel, cosmetics, Insurance, etc.) Customized Data Collection  Over the last 30 years, Summitry has developed Behavioral (hierarchical purchase structures and usage domains structures) and Portfolio Management Structures using customized data collection (Originally: Mail-panels; Now: On- line panels)  Also, customized data collection, allows to collect switching/ repeat data for a product with a long purchase cycle (Auto, Insurance, Jeans etc.).
  2. 2. Beyond Substitution-Only Models
  3. 3. Purchase Panels Cannot “Link”To Usage Domains/ Situational Context Food/Beverage Usages are defined by multiple elements When Before breakfast, at breakfast, instead of breakfast, between breakfast and lunch, at lunch, instead of lunch, between lunch and dinner, at dinner, instead of dinner, after dinner Was it as Meal Replacement, Meal Accompaniment, as a Dessert, as a Snack Where At home, at someone’s home, school, work, in car, public transportation, restaurant etc Doing What Watching TV/ listening to radio, reading book, at home doing nothing, at playground, at a sporting event, Going to work/school, taking a break etc What food did it accompany? Cookies, Crackers, Chocolate, Pizza Who Shared with Alone, shared with wife/ date, with friends, with family etc Usage Domains Are Overlaid Onto Purchase Structures Using Custom Design/ Collection Each usage element is clustered/ factored to have a deep understanding of situations. Then overall, “Domain Structure” is developed and corresponding food +beverages are mapped

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