Apply Share Adjustment
Apply Share Adjustment: If you put together data, and the Client challenges the market share analysis such that they refuse to believe the numbers the data produces, this section allows you to apply modifiers to the data to make it look like the Client wants.
WARNING: Using this screen essentially ignores actual data in preference for someone's perception of how the data should look.
"I reject your reality and substitute my own" - Dungeon Master (1984) quoted by Adam Savage (Mythbusters)
Once you've used it, this screen tells you what changes you've made to the Utility Scores for each product to bring it into line with the perceived reality of your Client (or whomever has demanded the change).
Settings:
Share Adjustment Method (two options)
Utility Adjustment:
Specify a Target Share (what the client thinks is true) and we'll figure out what Utility adjustments need to be made to make the real data conform to the Client's expectations. The main value of this screen is to show the extent to which the data was massaged away from its actual numbers to get the numbers the Client wanted.
Enter the Target Share for each Product (including None, if present) in your simulation, and click Solve. After a few moments the top grid will be populated with Change to Utility values that will alter the actual data to fit Client expectations.
Aggregate Share Adjustment:
This is a legacy method that should not be used, and is only provide for backward compatibility with older projects. This adjusts the Share values by a constant to get the desire results. Individual Utility scores are not adjusted. WARNING: This will make any data related to Price Sensitivity invalid.
