Choice modeling has profoundly influenced how we implement the marketing concept. It has played a central role in designing, modifying, and determining the selling strategy of all types of our products. We have implemented it as an on-going process rather than a one-time research event. It has become part of the “core curriculum” in research that is recommended to every business unit.

SUMM®, a proprietary technique of Eric Marder Associates, is the procedure we have used…Our use of SUMM® has been profitable.

Our use [of SUMM®] is now continuous. We ask SUMM® dozens of questions each month. We have conducted literally thousands of simulations in some of the databases.

We have gained increasing confidence in the process. Of course, the SUMM® procedure has face validity. It has persuasive concurrent validity. Overall chooser shares match preference shares very closely (.90 to .98). On those occasions when predictions could be verified, they have been remarkable accurate.

Case History 1: Competitor Introduces New Product, Client Counters
Case History 2: Competitor Lowers Price, Client Counters
Case History 3: Client uses EMA Model to Design Top-selling Calculator
Case History 4: Client uses EMA Model to Design Core Technology