SUMM® is an interactive choice model that allows you to simulate changes to your product or service and predict the impact on sales. To predict choice, the SUMM® system integrates the needs of your target audience and their subjective evaluation of the products that are competing for their choice. This proprietary approach is more realistic than conjoint or discrete choice models which, by design, assert that every respondent believes the same thing about every offer — something we know to be untrue. By collecting brand perceptions across many attributes, rather than using a single "brand utility", SUMM® is uniquely able to help you understand, quantify and leverage the strengths and weaknesses of each competitor. This adds substantially to the predictive power of the model.

The SUMM® perceptual model has a number of distinct advantages:

Study more issues in greater depth.

Integrate subjective beliefs fully into the analyses.

Eliminate problems associated with closed-ended scales.