SUMM

SUMM is an interactive database that incorporates both the needs of your target audience and their subjective evaluation of the vendors and products that compete for their business. By analyzing the unique needs and brand perceptions of each potential customer, the SUMM perceptual choice model is able to determine the product he would purchase "today" as well as what you would need to do to capture his sale if he is leaning toward a competitor. You use the database by posing "What If" questions for various marketing or product strategies you could employ, and the SUMM model reports the likely sales impact of each strategy.

SUMM can handle three or four times as many attributes as Conjoint because of its unique measurement scale.
SUMM incorporates each respondent's subjective beliefs about vendors in each choice simulation, while Conjoint requires each product to be defined objectively.
SUMM flows from a straightforward theory of how people make choices, so it is easier to understand how the numbers are generated.

New Product Development, Product Modification, Driving Communication Strategy

determining optimal feature sets for products and services
evaluating cannabalized effects associated with product changes
understanding core competencies and weaknesses
determining what you need to emphasize in advertising, sales effort and promotion to increase sales
assessing impact of new competitive strategies and what you should do to counter effectively
developing targeted strategies for key market segments

Customer Satisfaction

understanding the extent to which you and your competitors are meeting customer needs
determining the percent of your customer base that is loyal vs. vulnerable
locating the most effective strategies for increasing loyalty and preventing attrition among your customer base
explore strategies that may be able to capture your competitors' vulnerable customers

Read about SUMM in "The Laws of Choice: Predicting Customer Behavior," chapters 15 to 21.