Marketing strategy - New Product Opportunities
Image modelling allows you to anticipate new directions of preference in the market, having first determined which consumer needs or beliefs are important in the market sector.
If, through marketing or advertising activity, beliefs were changed, how much would that impact overall brand choice? If a new brand was successful, which existing brands would be most affected? How would your portfolio be affected e.g. you could launch a new brand successfully, but would you actually make net share gains and would your profitability increase?