This survey-based method employs a simulated shopping procedure that masks a simple conjoint measurement exercise. That simulated shopping task is followed by a comprehensive assessment of perceived brand imagery and performance attributes as represented within each new product concept.
Is This Worth the Trip? The simulated shopping exercise quickly indicates the potential for success against established brands in mature categories as well as against second-tier brands in near-commodity categories. The critical insights generated by this approach are the estimates of both the value and the elasticity of the brand’s established equity.
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