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Product refinement hub

Product Variety Profiler

Curate the variety mix that consumers want.

When adding varieties to your line-up, you don't want to change for the sake of change. You need to know that you're reaching more people and occasions with varieties that are differentiated enough to attract attention and appealing enough to to stay on shelf. That’s where Product Variety Profiler comes in.

How it works

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We collaborate with you to define the elements of your existing and new varieties (flavors, fragrances, sizes).

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Consumers engage in choice-based exercises designed to feel intuitive and realistic.

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Astrea’s models predict how different varieties and variety combinations will perform in-market.

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We deliver clear rankings, variety reach, optimized assortment combinations, and a powerful simulator to explore “what-if” scenarios.

Choice-based, not TURF

  • This choice-based approach incorporates consumer-level preferences for each offering in the context of all options. This provides a far more predictive view of actual consumer purchase and switching behavior than TURF.
  • A TURF approach captures the average number of consumers reached by each variety and how many offerings are appealing to an average consumer, but does not capture trade-offs between specific varieties.  
  • In TURF, each consumer is reached by a variety (weight of 1) or not reached by variety (weight of 0). That means if I picked strawberry once and chocolate five times, a TURF shows that I like them equally. In a choice-based exercise, my true preference for each flavor is shown (chocolate much stronger than strawberry) and that they will be substitutable for me sometimes, but not most of the time - a more realistic view! 

What it measures

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Variety preference and reach

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Variety bundles that maximize reach

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Comparisons versus current portfolio

Best for

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Assortment optimization (existing or new products)

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Building incrementality into your portfolio

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Why it matters


Because the best new variety isn't always the trendiest—it’s the one that makes consumers say, “Yes.”