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Central MSI System Objectives
The central goal of the MSI System is to enable package goods manufacturers to simulate in-store, at-the-shelf tests nationally, more quickly and less expensively than full scale in-market tests, or regional roll-outs.
In some cases, confidentiality issues make in-market tests inadvisable.
In the case of new product of line extension forecasting, where marketing spending is limited, MSI provides a more reliable answer than the standard concept/product test because in reality most consumers will be exposed to the product at the shelf, not via a communication represented by the concept.
In the case of space management, shelf control is a crucial issue. In the MSI test all consumer-shoppers see exactly the same shelf set, no random variations.
The MSI system fills these gaps – and fills them with high accuracy levels.
MSI simulates natural paths of consumer in-store purchasing on its computer-aided high resolution monitors. These tests can aid management in their decision making process in key elements of their merchandising planning.
In some cases, where shelf size and configuration allow, on-line tests can be accommodated less expensively.
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