Abstract
In developing an effective communication strategy, the sponsor of a good, service, or idea must make allowances for the differences in the characteristics of competing offerings and differences in the needs and perceptions of the individuals who buy and use these offerings. By aggregating individuals that display similar choice and use behavior, the procedures described here analyze groups whose members tend to share common perceptions of the relevant choice objects.
Cognitive and affective data for these behavioral groups are used in a model that allows an analyst to predict changes in the share of choices which any specific communication strategy can achieve. By examining a range of possible communication strategies and accounting for all of the associated costs, the model will identify the most promising approach to improving the acceptance of a particular offering.
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