EPIC Conjoint

𝐁𝐞𝐲𝐨𝐧𝐝 𝐇𝐢𝐬𝐭𝐨𝐫𝐢𝐜𝐚𝐥 𝐃𝐚𝐭𝐚: 𝐓𝐡𝐞 𝐒𝐜𝐢𝐞𝐧𝐜𝐞 𝐨𝐟 𝐀𝐜𝐜𝐮𝐫𝐚𝐭𝐞 𝐅𝐨𝐫𝐞𝐜𝐚𝐬𝐭𝐢𝐧𝐠 𝐢𝐧 𝐏𝐫𝐢𝐜𝐢𝐧𝐠 𝘐𝘯𝘴𝘪𝘨𝘩𝘵𝘴 𝘧𝘳𝘰𝘮 𝘈𝘯𝘥𝘺 𝘖’𝘉𝘳𝘪𝘦𝘯 𝘢𝘵 𝘵𝘩𝘦 𝘌𝘗𝘗 𝘗𝘳𝘪𝘤𝘪𝘯𝘨 𝘍𝘰𝘳𝘶𝘮 𝘪𝘯 𝘈𝘮𝘴𝘵𝘦𝘳𝘥𝘢𝘮 𝘰𝘯 𝘮𝘢𝘴𝘵𝘦𝘳𝘪𝘯𝘨 𝘱𝘳𝘦𝘥𝘪𝘤𝘵𝘪𝘷𝘦 𝘱𝘳𝘪𝘤𝘪𝘯𝘨 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴. Pricing success requires more than just reflecting on the past. While Cicero’s wisdom that Historia magistra vitae est ("History is the teacher of life") holds enduring value, relying solely on historical data for forecasting can leave businesses vulnerable to unexpected shifts. This was a key theme explored by Andy O'Brien during the recent EPP Pricing Forum in Amsterdam, where thought leaders gathered to share innovations in pricing strategy. Andy illustrated this point with a powerful analogy: the unpredictability of U.S. election outcomes. Historical patterns often fall short of predicting future behavior, highlighting the need for more dynamic approaches. Andy shared how best practices and advanced methodologies empower businesses to move beyond hindsight and create reliable foresight. 🎯 𝐓𝐡𝐞 𝐅𝐨𝐫𝐦𝐮𝐥𝐚 𝐟𝐨𝐫 𝐀𝐜𝐜𝐮𝐫𝐚𝐭𝐞 𝐅𝐨𝐫𝐞𝐜𝐚𝐬𝐭𝐢𝐧𝐠: The foundation of a successful forecast combines multiple layers of analysis: ▫️ 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐢𝐱 𝐌𝐨𝐝𝐞𝐥𝐢𝐧𝐠 (𝐌𝐌𝐌): Decoding past customer behavior to uncover patterns. ▫️ 𝐅𝐨𝐜𝐮𝐬 𝐆𝐫𝐨𝐮𝐩𝐬: Unveiling the "why, who, when, and how" behind purchasing decisions. ▫️ 𝐂𝐨𝐧𝐣𝐨𝐢𝐧𝐭 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬: Simulating "what if" scenarios to predict market responses to pricing or product changes. When applied together, these tools achieve remarkable accuracy — 95%+ alignment with actual market outcomes. This integrated approach equips businesses to make informed decisions, adapt to market fluctuations, and stay ahead of the competition. The #EPP Forum offered a vibrant platform for #pricing professionals to exchange ideas and explore tools for navigating today’s dynamic markets. Andy’s presentation underscored a critical takeaway: the key to mastering pricing lies in blending historical insights with predictive analytics for a more comprehensive understanding of consumer behavior. By embracing these advanced methodologies, companies can achieve not only accuracy but also agility, positioning themselves for sustained success in a rapidly evolving market landscape. #PricingStrategy #PricingAnalysis #RevenueGrowth

𝐒𝐭𝐚𝐲 𝐀𝐡𝐞𝐚𝐝 𝐢𝐧 𝐅𝐌𝐂𝐆: 𝐂𝐨𝐧𝐣𝐨𝐢𝐧𝐭 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐑𝐞𝐯𝐞𝐚𝐥𝐬 𝐭𝐡𝐞 𝐌𝐨𝐯𝐞𝐬 𝐭𝐨 𝐎𝐮𝐭𝐩𝐥𝐚𝐲 𝐘𝐨𝐮𝐫 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐨𝐧 ♟️ Strategic forecasting in FMCG is more than just predictions, it's like a high-stakes game of chess —it's about anticipating moves, refining strategy, and staying a step ahead of the competition. ❗ Enter Conjoint Analysis—the game-changer. When applied to wargaming, conjoint analysis allows companies to simulate and predict both consumer reactions and competitor responses. Imagine playing chess with the advantage of knowing your opponent’s next move! This powerful foresight enables FMCG businesses to make data-driven decisions, tailor offerings, and maximize market share and profitability. 🛒 In today’s marketplace, strategic foresight isn’t just valuable—it’s essential. Conjoint analysis offers the clarity and competitive insight needed to stay ahead, empowering companies to make smarter moves and succeed in an ever-evolving landscape. Learn how this looks in practice from our FMCG expert Andy O'Brien. The link to his blog post 𝘊𝘰𝘯𝘫𝘰𝘪𝘯𝘵 𝘈𝘯𝘢𝘭𝘺𝘴𝘪𝘴 𝘪𝘯 𝘍𝘔𝘊𝘎 𝘞𝘢𝘳𝘨𝘢𝘮𝘪𝘯𝘨: 𝘛𝘩𝘦 𝘚𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘊𝘩𝘦𝘴𝘴 𝘎𝘢𝘮𝘦 𝘞𝘩𝘦𝘳𝘦 𝘠𝘰𝘶 𝘒𝘯𝘰𝘸 𝘠𝘰𝘶𝘳 𝘊𝘰𝘮𝘱𝘦𝘵𝘪𝘵𝘰𝘳’𝘴 𝘕𝘦𝘹𝘵 𝘔𝘰𝘷𝘦 is in the comments. 💬 #FMCG #StrategicForecasting #ConjointAnalysis #ConsumerTrends #BusinessStrategy

𝐄𝐏𝐏 & 𝐄𝐏𝐈𝐂 𝐂𝐨𝐧𝐣𝐨𝐢𝐧𝐭 𝐖𝐞𝐛𝐢𝐧𝐚𝐫: 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐩𝐫𝐢𝐜𝐢𝐧𝐠 𝐭𝐨 𝐰𝐢𝐧 𝐢𝐧 𝐚 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐰𝐢𝐭𝐡 𝐬𝐭𝐫𝐨𝐧𝐠 𝐎𝐰𝐧 𝐋𝐚𝐛𝐞𝐥 In October 2024, together with EPP - Pricing Platform, we hosted a #webinar presenting the key insights from our study on homecare brands vs OL in the UK, covering categories like Toilet Tissue, Laundry, and Household Cleaning in Tesco. This webinar covers the following topics: 🔹 Discover the optimal price premiums that brands can hold 🔹 Understand what “brand” is worth in a competitive market 🔹 Learn about pricing behaviors across gender (Male vs. Female) and geography (North vs. South) This session will be useful for those with strong OL competition who need help to work out what pricing strategy to take. ▶ #FreeWebinar #PricingStrategy #OwnLabel #BrandValue #ConsumerBehavior #PriceOptimization

🔍 𝐂𝐚𝐧 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐃𝐫𝐢𝐯𝐞 𝐒𝐚𝐥𝐞𝐬, 𝐚𝐧𝐝 𝐖𝐡𝐨’𝐬 𝐆𝐞𝐭𝐭𝐢𝐧𝐠 𝐈𝐭 𝐑𝐢𝐠𝐡𝐭? 𝐒𝐮𝐫𝐩𝐫𝐢𝐬𝐢𝐧𝐠 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐫𝐨𝐦 𝐎𝐮𝐫 𝐒𝐭𝐮𝐝𝐲 𝐰𝐢𝐭𝐡 𝐃𝐞𝐜𝐚𝐭𝐡𝐥𝐨𝐧 We had a dynamic session at the Global P&R Summit in Amsterdam, where Andy O'Brien led an eye-opening discussion on the real impact of #sustainability messaging on customer choices. Drawing insights from our recent #ESG study with Decathlon across Germany, France, and Spain, we unpacked how the right sustainability messages aren’t just “good to have” — they’re business drivers! 𝐊𝐞𝐲 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: ✅ Strategic ESG messaging can boost sales volume and command a #price premium, especially in fast fashion and sports apparel. 🌍 Sourcing location is now a top purchase driver after brand and price—highlighting the rising importance of transparency. 👟 Iconic brands like #Nike continue to set the standard, leveraging brand power to justify premium pricing. A huge thanks to everyone who contributed to this powerful discussion on how #sustainability can fuel growth, support #margin, and reshape the industry. To learn more about how you can leverage sustainability messaging to drive growth and enhance your brand's value, reach out! 🌱 Let's discuss how these insights can support your strategy in today’s conscious consumer market. Connect with us for an in-depth conversation on how to make your ESG initiatives resonate—and deliver real results.  #GPRMSummit2024 #GlobalPRMSummit #PricingStrategy #RevenueManagement

🎃 Andy O'Brien breaks down the influence of seasonal packaging. Discover the impact of Halloween-themed designs on #market share and how this approach can drive customer loyalty — perfect timing to start planning for Easter '25! Andy will be presenting the results of our conjoint study on seasonal packaging in the US chocolate confectionary market. The US do a great job in driving this Halloween, and #chocolate manufacturers are particularly creative in how they get into shoppers’ baskets. We will uncover the impact from #Halloween seasonal packaging and share learnings you can take for your #brand on how to evaluate seasonal artwork changes and the value they can bring to your business.   📅 Tune in on November 6th at the ECR Ireland webinar.    For more details, see the comments. 🔽  #ConsumerTrends #MarketInsights #SeasonalPackaging #BusinessGrowth

Very pleased that EPIC Conjoint are contributing to the incredibly important topic of commercialising #sustainability strategies. It was great working with Noël Wang and Candice Cardock. I hope those interested in the impact #sustainability can have on #premiumisation of products or a brand will gain from the study we conducted in #France, #Spain and #Germany during September and October 2024. There are some s#urprises so listen in.... #pricing #ESG #PFTP

Cosy chat about #pricing and #innovation in food with Lynsey Hollywood and the food startups with Invest Northern Ireland at Ulster University today. Thanks for the opportunity to tell my story and hopefully help growing businesses avoid the potholes in the road. #epic #whatsnext

🎃 𝑼𝒏𝒄𝒐𝒗𝒆𝒓𝒊𝒏𝒈 𝒕𝒉𝒆 1% 𝑴𝒂𝒓𝒈𝒊𝒏𝒂𝒍 𝑮𝒂𝒊𝒏𝒔: 𝑺𝒆𝒂𝒔𝒐𝒏𝒂𝒍 𝑷𝒂𝒄𝒌𝒂𝒈𝒊𝒏𝒈 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔 𝒇𝒐𝒓 𝑴𝒂𝒙𝒊𝒎𝒖𝒎 𝑰𝒎𝒑𝒂𝒄𝒕! 📈 Halloween is right around the corner, and while we haven’t stocked up on masks and costumes, we have gathered some powerful data on seasonal packaging that’s ready to boost your business. Packaging is one of the simplest, most cost-effective tools in the marketing mix — yet it’s often overlooked as a source for that crucial 1% marginal gain in consumer engagement and sales. 🛒 By leveraging shelf conjoint analysis, which simulates in-store selection behavior, we’re uncovering exactly how small adjustments in packaging can unlock big results. In a recent study, we engaged 4,000 U.S. shoppers in a virtual store, presenting them with both Halloween-themed and standard candy packaging, testing thousands of pricing scenarios. Altogether, participants viewed products 96,000 times, selecting candy packs with varying prices, brand labels, and unit counts. This approach allowed us to measure how much consumers were willing to pay for seasonal designs, even when packages contained less product. By adding a 10% reduction in unit count, we tested how festive labels could impact price perception. The results were fascinating: seasonal branding on candies like M&M’s, Twix, Reese’s, and KitKat drove up willingness to pay —even with less product inside — demonstrating the hidden value of timely, tailored packaging strategies. 🌟 Curious how this might work for your brand? Reach out to explore how shelf conjoint analysis can help you optimise for holidays beyond Halloween, from Christmas to Black Friday and beyond. Find the full blog post by Andy O'Brien in the comments for all the insights! 💬 #ConsumerTrends #MarketInsights #SeasonalPackaging #BusinessGrowth #1PercentGains

🎉 𝑷𝒓𝒐𝒖𝒅 𝒕𝒐 𝑩𝒆 𝑹𝒆𝒄𝒐𝒈𝒏𝒊𝒔𝒆𝒅 𝒂𝒔 𝑶𝒏𝒆 𝒐𝒇 𝑰𝒓𝒆𝒍𝒂𝒏𝒅'𝒔 50 𝑭𝒂𝒔𝒕𝒆𝒔𝒕-𝑮𝒓𝒐𝒘𝒊𝒏𝒈 𝑻𝒆𝒄𝒉 𝑪𝒐𝒎𝒑𝒂𝒏𝒊𝒆𝒔! 🚀 We’re beyond honored to be named among the 50 fastest-growing technology companies in Ireland! 🌟 This recognition from Deloitte reaffirms our commitment to excellence and highlights the hard work, expertise, and dedication that our team brings every day. 🙌 To our incredible clients and partners — thank you for your trust and collaboration. Your support has been instrumental in reaching this milestone, and we’re committed to delivering even greater value as we grow together. This achievement only fuels our drive to innovate, push boundaries, and continue making an impact in the tech industry. Here’s to reaching new heights together! 💼💪 #TechAwards #FastGrowth #Innovation #IrelandTech

𝐓𝐡𝐫𝐢𝐯𝐢𝐧𝐠 𝐀𝐦𝐢𝐝 𝐈𝐧𝐟𝐥𝐚𝐭𝐢𝐨𝐧: 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 𝐟𝐨𝐫 𝐒𝐮𝐜𝐜𝐞𝐬𝐬 𝐢𝐧 𝐉𝐚𝐩𝐚𝐧’𝐬 𝐄𝐯𝐨𝐥𝐯𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭 Japan's economy is entering a new era marked by the onset of inflation, presenting both challenges and opportunities for Consumer Packaged Goods (CPG) and Over-the-Counter (OTC) brands. There is little opportunity left to offset inflation in input prices or labour costs due to the already highly efficient production that principles like Kaizen ensured. The result is that Japanese businesses will need to react to, or ideally, proactively take more price decisions to protect and grow their businesses. The impact of these increases is newsworthy with eternally popular brands like Black Thunder announcing their first increase in three decades (yes, 30 years!!!) with a sincere apology to their consumers. ✏ The paper written by Andy O'Brien, explores the implications of inflation on Japan's CPG and OTC sectors, outlining strategic approaches to navigate this economic shift effectively. 🖱 Links to the full text (English and Japanese versions) can be found in the comments of this post 🔽 #JapanEconomy #Inflation #CPGIndustry #OTCBrands #BusinessStrategy #PriceIncreases