Strategic Marketing Sciences

Price elasticity coefficients can vary by 50% or more for a product when using two virtually identical datasets. Even the most seasoned marketing and research managers do not fully understand the complex nature of modeled vs. descriptive research. The exclusion or inclusion of a handful of stores in a model can materially change lift factors and price elasticity coefficients. Poorly designed price modeling projects frequently result in erroneous business decisions.

SMS’s research and design team has been building and executing world-class research projects across hundreds of categories and businesses. We understand the benefits and limitations of various data sources and modeling techniques.

In addition to building custom analytical models based on our clients’ specific needs and commercial circumstances, SMS provides research and analytic design services for our clients that prefer to execute their own in-house models or have preferred analytical vendors.

SMS Services:

World class research design

• Conducted by SMS
• Conducted by internal client analytic teams
• Conducted by client-preferred research vendors