How to measure category preference share uplift?


You can use the Conjoint.ly preference share simulator to find out the potential uplift to a category of products by simulating the difference in preference share after the introduction of a new product against a base case scenario, which is the total preference share of the category without the NPD.

For example, if you are launching an SKU in paper towels that is likely to divert consumers from using softer tissues, you can include:

  • 15 current paper towel SKUs
  • 15 current SKUs from softer tissue products
  • 1, 2, or 3 paper towel NPDs

You can then find out the uplift by simulating two scenarios:

  • Baseline - includes all current SKUs from both categories only
  • New preference share including NPD - Include current SKUs and NPD.
You can also determine the potential cannibalization to a product or category of product by using the Source of Business function.