Client Success Stories –
Market Structure

A Breakthrough Method for Developing a Market Structure for a Leading CPG Food Company

Client Issue/Needs

  • Dynamic changes in the category have led to tremendous growth but increased customer confusion at shelf.
  • Our client needed to gain an understanding of category dynamics to:
    • Win consumers with existing and new products
    • Be a better partner to retail customers, ultimately gaining more captaincies

Our Solution: An innovative, integrated panel and survey-based solution

  • Combine powerful historical information from household panel data with the predictive information gained through a survey to yield the most accurate predictions for the future:
    • How are consumers making decisions today? What motivates the purchase? What about tomorrow?
    • What new products will hit the mark?
    • How do we grow our share and also grow the category at the same time (win-win for retail partners and manufacturer)?
    • Delivered maps and simulation tool, well beyond "standard CDTs"


  • Results were shared with retail partners and received with great enthusiasm. The sales force now has a ground breaking new way for retailers to sell the category.
  • A large retailer has agreed to a 200 store controlled test based on our recommendations. Results are forthcoming.

Early Results from this Market Structure Study...

  • New planograms were implemented by a number of retail food chains
  • Total category dollar volume was down 6% prior to the new planogram implementation
  • At the retailers where the new planogram was put in place (driven by our consumer decision tree), category dollar volume is up 4%


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