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Identifying source of business

The Source of Business function allows you to see the change in preference share between scenarios, for all products within a simulation. When including a new product in the simulations, this allows you to see which products had their preference share reduced, to make up for the preference share gained by the NPD.

To use the Source of Business Function

  • Open the Simulations tab in your survey report.
  • Click on the Show advanced settings button at the bottom of your screen, then select Investigate source of business.
  • Next, you are prompted to select your baseline scenario, as well as the new scenario.
  • A source of business chart will now be generated, showing the change in preference share for each product.
The source of business function

The source of business function is useful to investigate how launching an NPD will affect a firm’s overall preference share, due to cannibalisation of existing share.