"Vista: Market Sizing" and "A smarter, proven approach
to accurate and trackable foodservice volumetrics" |
Market size data in foodservice has been historically tough to come by. It's not readily available, so it can only be generated through direct primary research. The problem, however, is that most market sizing methodologies yield wildly inacurrate results that make estimation and tracking virtually impossible.
Volumetric studies that rely exclusively on a top-down approach (distributor interviews, manufacturer shipment data) are inherently vulnerable to human error, incomplete data, and insufficient sample sizes. The consequence of these shortcomings are further exacerbated by the demand for tracking volume over time - as estimation errors can easily and unfortunately be interpreted as actual market shifts.
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To remedy the inaccuracies of common market sizing studies, Datassential has developed Vista™, an evaluative modeling system that yields reliable volumetric projections at a high confidence level. Vista™ is statistically superior to simple straight-mean-and-median market sizing methodologies in that it utilizes a bottom-up approach that builds from the most fundamental element of volumetric data: per capita end-user allocation.
The result is highly consistent and trackable data that can be tabulated reliably in a multitude of ways beyond aggregate market size - correlating category penetration and volume by operating segments, geographic regions, operation sizes, and other key independent variables.
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Use Vista™ market sizing to:
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• Determine category size (pounds, dollars, etc.) nationally, by segment, and by region
• Quantify usage and penetration of specific brands
• Determine manufacturer vs. distributor brand share
• Measure segment and region-specific trends
• Quantify purchase cycles and frequency
• Determine top selling formats and flavors
• Identify the foodservice segments that are the primary drivers of category volume |
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