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 MSA has been in the vanguard of panel data analysis since its inception. Dr. Alfred Kuehn, the founder of MSA, and others published seminal work on learning theory, brand-mix shifting and new brand launches in the 1960s. Since that time, MSA has improved on the basic panel techniques and developed many advanced analytical tools. Our innovative applications are designed to take advantage of the richness of panel data. Applications include the following: Buyer Segmentation - Identify groups of consumers with similar purchase behavior. Marketing strategies can then be developed that target groups of interest and address their specific needs. Market Structure - Understand the hierarchy of choice dimensions (such as flavor, brand, package size, etc.) used by consumers when purchasing a product in a given category. Promotion Efficiency - Evaluate the incremental volume from various promotion types (discount, direct mail, etc.) versus the program cost to determine the most cost effective promotion strategies. Source of Volume - Determine volume gained (or lost) from new buyers (or buyers no longer purchasing in the category), existing buyers increasing (or decreasing) their purchase rate, and buyers switching from (or to) competing brands. Brand switching can be evaluated both overall (net loss due to switching) and through a detailed breakout of which brands a product is sourcing volume from and which brands the product is losing volume to as well as the extent of this volume gain or loss. New Product Forecasting - Estimate new product market share through evaluating trial and repeat purchase rates for the product. 
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