Use of Consumer Panels or Brand-share Prediction
John H. Parfitt, Then Attwood Group of Companies andB. J. K. Collins, Then Attwood Statistics
THE MARKET RESEARCH SOCIETY CONFERENCE, MARCH 1967
This article describes a method of predicting the market share for newly launched brands and the future equilibrium share of established brands after major promotional activity. The method is dependent on the continuous purchasing of data obtainable from consumer panels and is developed from numerous case histories from the Attwood Consumer Panel in Great Britain to illustrate the use of the technique and...