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In this section, we'll discuss how to use the choice simulator to answer some common strategic questions introduced earlier:


Given a current competitive environment, what product should I offer to maximize interest in my offering?


What is the relative price sensitivity of different brands?  If I raise my price by 10%, how will it affect my brand?


What portfolio of products can I offer to appeal to different market segments and maximize overall share?


For the examples in this section, we'll assume the following three attributes, measured using three levels each:



 1        BrandA

 2        BrandB

 3        BrandC



 1        StyleA

 2        StyleB

 3        StyleC



 1        $100

 2        $150

 3        $200


The results reported in this section are fictitious and not based on any particular data set.


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