Project SWITCH: Modelling Human Factors to predict Form Conversion for Consumer Goods Products

该项目将通过新的消费者研究、数据分析方法和工具，了解并建模影响消费者在关键市场（英国、中国和巴西）转换为不同产品形式（例如洗衣粉到液体）的人为因素。我们的目标是提高我们的能力，超越最先进的水平，预测并因此影响形式转换。这将导致：1）改善消费者体验（零售和使用）; 2）增加通常具有改善环境影响的更现代形式的产品销售; 3）市场份额/类别增长。目前有限的理解不允许我们预测市场对新形式的反应，导致投资浪费。这项研究将集中在更广泛的数据，包括社交媒体，以收集更多的洞察我们的消费者喜欢的产品形式，以及什么因素会触发转换。我们将使用新兴的数据分析技术来创建新的数学模型，以帮助我们预测市场转换准备情况。然后，这项研究可以重新应用于多个行业的产品，以不同的形式存在。

The SWITCH project will understand & model, via new consumer research, data analysis methodologies & tools, the human factors that affect consumers' conversion into different product forms (e.g. laundry detergent powder to liquid) for household goods in key markets: UK, China, and Brazil. We aim to improve our capability, beyond the state of the art, to predict & therefore influence form conversion. This will result in: 1) improved consumer experience (at retail and use); 2) increased product sales of more modern forms which typically have improved environmental impact; 3) market share/category growth. Current limited understanding does not allow us to predict market response to new forms well, resulting in wasted investment. This study will focus on a much wider variety of data, including social media, to glean more insights into our consumers preferred product forms, and what factors would trigger conversion. We will use emerging data analysis techniques to create new mathematical models that will help us predict market conversion readiness. This study can then be reapplied across multiple industries for products that exist in different forms.