Limitations of Using Purchase Panels and Substitution-Only Market Structures By Summitry Worldwide.

1. Beyond Purchase Panels
Summitry uses Online panels for customized data collection to develop Behavioral
Market Structures (Purchase Hierarchy) - as well as use for Product Portfolio
Optimization to integrate Behavioral and Attitudinal elements.
Limitations of the Purchase Panel Data
 Can delineate hierarchical purchase structure, however cannot “link” to usage
domains
 Similarly, cannot develop Portfolio Management Structure, which integrates all
the Behavioral and Attitudinal aspects (need states, consumer segmentation,
brand personality) to provide an integrated and holistic view of consumers.
 Purchase panels are not available for many industries (auto, apparel,
cosmetics, Insurance, etc.)
Customized Data Collection
 Over the last 30 years, Summitry has developed Behavioral (hierarchical
purchase structures and usage domains structures) and Portfolio Management
Structures using customized data collection (Originally: Mail-panels; Now: On-
line panels)
 Also, customized data collection, allows to collect switching/ repeat data for a
product with a long purchase cycle (Auto, Insurance, Jeans etc.).

2. Beyond Substitution-Only Models

3. Purchase Panels Cannot “Link”To Usage
Domains/ Situational Context
Food/Beverage
Usages are defined
by multiple
elements
When
Before breakfast, at breakfast, instead
of breakfast, between breakfast and
lunch, at lunch, instead of lunch,
between lunch and dinner, at dinner,
instead of dinner, after dinner
Was it as
Meal Replacement, Meal
Accompaniment, as a
Dessert, as a Snack
Where
At home, at someone’s
home, school, work, in car,
public transportation,
restaurant etc
Doing What
Watching TV/ listening to radio, reading
book, at home doing nothing, at
playground, at a sporting event, Going
to work/school, taking a break etc
What food did it
accompany?
Cookies, Crackers,
Chocolate, Pizza
Who Shared with
Alone, shared with wife/
date, with friends, with
family etc
Usage Domains Are Overlaid
Onto Purchase Structures Using
Custom Design/ Collection
Each usage element is clustered/ factored to have a deep
understanding of situations. Then overall, “Domain Structure”
is developed and corresponding food +beverages are mapped