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| VEST measures the potential penetration or usage levels for new or emerging product categories. If you have a truly unique product or service where no category data or norms exist, traditional purchase-intent measures such as Top-Box will dramatically overstate the potential of the idea. VEST utilizes each respondent's past purchase behavior in a wide range of product categories to determine his likelihood of following through on his survey "wish list." Therefore, the resulting predictions correlate almost perfectly with market behavior. | |||||||||||
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Copyright (c) 1998 Eric Marder Associates, Inc.
VEST is a registered trademark of Eric Marder Associates, Inc. |
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- determining the potential market size for the product
- impact of price on penetration potential
- impact of features/benefits on penetration potential
- defining target audience for product
For New Services- comparing the potential of alternative service offerings
- impact of price on subscription potential and usage frequency
- impact of features/benefits on subscription potential and usage frequency
- defining target audience for new service
Read about VEST in "The Laws of Choice: Predicting Customer Behavior,"chapter 12.