The future of simulated test markets

This paper discusses the changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models.

The Future Of Simulated Test Markets

 The coming obsolescence of current models and the characteristics of models of the future

Joseph WillkeAC Nielsen BASES (Worldwide)

AMERICA 2010

It is 2010 in the United States. I live in Cincinnati, Ohio. I shop at a handful of stores and I belong to their frequent shopper programs. Based on my purchasing behavior I am emailed special offers each week. The deals that I am offered differ from the deals my nextdoor neighbor is offered both the brands and the level of discount. By examining my purchasing, the stores have determined in...

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