The AplusA SUMM® Choice Model Simulator is used to evaluate a large number of messages or marketing strategies within a single study. SUMM® creates a database which can be used to assess the impact of a large number of alternative marketing scenarios.

SUMM® has far greater capacity than Conjoint/Discrete Choice models. A typical SUMM® study can cover 150 messages or attribute levels, as compared to 30-45 for Conjoint.
SUMM® utilizes a unique, unbounded, behavioral measurement scale to measure the utility of each message or attribute level, thereby eliminating order bias and increasing discrimination between messages or attributes.


Click below to read more about:

» Messaging SUMM®
» Attribute SUMM®