CPG

• Case studies

  Does a Simulated Yogurt-Choice Study Match Human Behavior? The Ares Replication

  A simulated conjoint study on functional yogurt reproduced the attribute ordering found in a published human study, with a rank correlation of rs = .7723, p = .009.

• Comparisons

  Pre-Launch Causal Testing vs. Retail-Panel Measurement

  A causal experiment estimates how a proposed price, claim, or assortment change may move buyer behavior before launch.

• Methods and validation

  Why a Flat Choice Model Gets Cannibalization Wrong

  A 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…