How can each brand’s buyer base buy the category at above the average rate?

An apparent anomaly in brand metrics data is that the aggregated buyer base of each brand appears to buy the category at above the average rate.

Introduction

The purpose of this paper is to investigate and explain an apparent anomaly that occurs in brand performance data derived from consumer purchase panels. The anomaly is that each brand's buyer base appears to buy the category at above the average...

Not a subscriber?

Schedule your live demo with our team today