What-if Simulation

Using «CA-Sim» to simulate product models on the basis of conjoint data

«CA-Sim» is the simulation module integrated in our online software «Conjoint Analysis Master (CAM)». When configuring your products and those of your competitors, the analysis provides you with information about the preference shares that can be expected in the market. Furthermore, it identifies the influence that changes in features will have on market shares, hence permitting the calculation of price elasticities or the strategic advantages and disadvantages of products.

Your Questions

  • Which product is most successful in its competitive environment?

  • What is the price acceptance among potential customers and partial target groups?

  • What are the product's (strategic) strengths and weaknesses? Where does the product still have room for improvement? To what extent can strengths be exploited to prompt a higher price acceptance?

  • Which product mix is ideal? How can cannibalization be minimized?

Our Solution

We developed the online application «CA-Sim» to simulate competitive scenarios on the basis of conjoint data in a rapid and flexible way. You will receive personalized access to your conjoint projects. In the first stage of the project, you configure your and your competitors' products. This is followed by selecting the type of analysis. Preference shares can be estimated in dependence on feature variations (e.g. price) in addition to preferences used to derive price elasticity or acceptance thresholds. You can also observe the strategic advantages and disadvantages of products on the basis of part-worth utilities or possible profit and loss analyses.

These analyses can be conducted on an aggregate level as well as for individual subgroups. Our  export function allows you to conveniently save the analysis results and process them externally. Various models are on hand for practiced users to complete the underlying calculations.

Your Results

  • Share analyses show the size of the target subgroup preferring a certain product configuration in the competitive environment.

  • The share analysis also indicates the ideal combination of a company's own products for generating the largest share while minimizing cannibalization.

  • Sales analyses are used to determine price elasticity and hence to ideally align pricing to the target group.

  • Strategy profiles help you recognize which product configuration is particularly successful in its competitive environment and which product configurations have the most noticeable impact.

  • Dynamic models are used to determine the effects that can be expected from a series of measures (own product modifications and competitor reactions).

Contact us

Dr. Torsten Melles Managing Partner
+49 (0) 21 03 / 25 819 - 33