Hybrid modelling

  • I have produced a number of models now that combine different methods and data sources, e.g. an ACA conjoint with a 'time element', dovetailed with IMS data. This particular model allowed the user to describe new entrants, each with a different launch date and uptake curve, and assess their impact on the market.
  • Such models are not 'off the peg' but carefully developed with the agency and client in order to deliver a powerful marketing tool
  • Even straightforward conjoint models can be taken a step further by weighting to known market shares, thus improving their forecasts