Identifying source of business
The
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
- Open the in your survey report.
- Click on the button at the bottom of your screen, then select .
- 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](https://conjointly.com/img/source-of-business-function.gif)
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.