CPG
Comparisons
Panel Data vs. Controlled Experiments: Choosing the Right Tool for a Pricing or Packaging DecisionA brand manager deciding whether to change a price, a package, or a claim usually starts with the same question: what do we already know?
Methods and validation
Are My New Product's Sales Incremental or Cannibalistic?A new product launch into a saturated category can grow share, or it can just move units the company already had.
Industries
Where CPG Product Decisions Break Before They ShipA CPG innovation team needs evidence while a concept, package, or price can still change.
Comparisons
NielsenIQ vs Causal Testing: Choosing Before You Ship a CPG ChangeA CPG insights team considering a price change, new claim, or packaging update needs both a view of the existing market and evidence about the proposed change.
Methods and validation
When a Flat Choice Model Misrepresents CannibalizationA consumer-goods pricing or revenue-growth leader planning a new product launch needs to know one thing before committing trade spend: will this product mostly take share from…
Industries
How CPG Teams Should Gate Packaging Redesigns Before ProductionA CPG team choosing a packaging redesign needs to assess communication and physical retail performance separately.
Comparisons
Pre-Launch Causal Testing vs. Retail-Panel MeasurementA pre-launch choice experiment compares a proposed price, claim, or assortment change on a specified response before launch.
Case studies
What a Weak Replication Correlation Would Tell a Product TeamA weak correlation between simulated and human preference estimates calls for inspecting the matched estimates, uncertainty and decision risk before choosing a product.
Case studies
How to Assess a Fish-Preference ReplicationA simulated fish-choice study earns trust through a matched comparison with human evidence, not a benchmark borrowed from another experiment.
Case studies
How to Validate a Simulated Yogurt-Choice StudyA yogurt brand considering a functional product needs to understand how product type, brand familiarity, price and a health claim affect stated choice.