TURF & Beyond: Research Techniques to Manage and Maximize Brand Share

About This Webinar

Marketers and brand managers have been coming to market researchers for years to help them understand how the marketplace will react to a new product introduction, a line extension, etc. In this webinar, Gretchen Hower, Ph.D., will share different approaches and techniques to effectively measure the burning questions we often hear…

  • Which new flavor should we introduce next?
  • Will this new product bring incremental sales?
  • Which assortment of our product line will maximize our share? Maximize revenue? Maximize profit?
  • Will volume be stolen from the competition, or will we cannibalize our existing line?
  • What does our optimal product line look like?

Gretchen will cover a spectrum of approaches – from understanding the potential of a large set of new items, to optimizing an entire line in a competitive context; her toolbox includes everything from TURF to Shapley to Choice Based approaches.

Gretchen Hower

Vice President, Advanced Analytics