|
|
|
Simulated
Test Marketing (STM) systems combine consumer reaction to
new product initiatives with marketing plan information
to forecast likely sales volume. Developed in the 1970s
and refined over the next 20 years, STM has supplanted traditional
in-market testing as the predominant method used by packaged
goods manufacturers to evaluate new products, line extensions,
and other new business opportunities prior to large-scale
in-market introduction. Relative to traditional test markets,
STM’s are faster, less expensive, more secure, and
more accurate with regard to their forecasting capability.
Today, most consumer packaged goods companies use STM’s
to screen their new ideas early in the development process,
so they can identify the ideas with the highest potential
and allocate more effort and resources to them. Then, when
the initiative is further along in the development process,
STM’s are utilized again to provide an accurate estimates
of sales, product and marketing plan optimization, and diagnostic
findings to assist the overall business/strategic decision
to launch (or not).
BASES
is the world leader in STM services.
|
|
 |
|
|
