Sharpen Your Understanding of a Single Product or Consumer Segment Using Impact, Landscape and Profile Analysis
Yong Zhang, Ph.D. (Presenter)
Michael Thompson, Ph.D.
Brian Gettelfinger, Ph.D., MBA
Procter & Gamble
Presentation recorded on November 1, 2018
Drivers models built on individual products can be biased or even misleading. We model and analyze single product or a consumer segment by “borrowing” information from other product legs or similar studies. Specifically, we leverage Impact Analysis, Landscape Analysis and Profile Analysis to sharpen our understanding of a single product leg or consumer segment with relatively small base size. These new analyses methods have been added as new features into BayesiaLab 8.0.