Corporate Research Track

Product Assortment Simulations based on Household Panel Data

About this presentation

Disaggregate HH panel data can be used in place of survey data from a CBC study by considering that each choice a consumer makes is done so within a set of competing options (other products on the shelf). CBC/HB was modified to generate part-worths and create a subsequent choice model which can be used to build scenarios for product assortment changes across retailers.

Greg Rogers & Chris Hannaford, Procter & Gamble