After you have simulated the share of preference for your product versus competitors, you may wonder what changes to your product could help it gain the most share.
You could change your product’s specifications one attribute at a time to see which changes lead to the largest increases in preference; but, this is a manual process. Instead, you could let the simulator do the iterative work with its two automated reports: Recommendations and Sensitivity Analysis.
Recommendations
The simulator can try all one-attribute changes to your base case product and prioritize the moves for you in terms of the most promising share of preference gains.
From the Simulator tab, choose Recommendations from the Simulation Insights drop-down. Indicate on the prompt which product (or products) you want to investigate changes to. You typically select your own product(s), as you usually are interested in ways to improve your own offering. The simulator automatically investigates all possible one-attribute changes to your product(s) and reports the top few changes that would lead to the largest improvements in share of preference.
Sensitivity Analysis
The simulator can automatically try all one-attribute changes to your product (and/or others in the simulation scenario) and report the results of every modification in a simple-to-read line chart. This lets you see which attribute levels have both the most positive and negative influence on share of preference.
From the Simulator tab, choose Sensitivity Analysis from the Simulation Insights drop-down. Indicate on the prompt which product (or products) you want to investigate changes to.
When reading the chart, the hollow markers indicate the base case levels that you specified in your simulation scenario. The solid markers represent the possible changes to the base case scenario (when considered one attribute at a time).