Executive summary
A research pack for consumer goods manufacturers that documents the demand, cost, benefit, alternative, and uncertainty assumptions behind trade promotion decisions, graded by evidence and frozen before the investment case is built.
What is inside
What the research pack covers
The asset walks an analysis team from raw promotion spend, shipment, and point-of-sale data to a frozen assumption book: a reconciled event ledger, a baseline demand view, measured lift and margin on a representative event sample, a register that labels every number as an observation, estimate, or hypothesis, and a short research program that strengthens the entries the business case is most sensitive to.
- Scope: the demand, cost, benefit, and uncertainty evidence behind trade promotion decisions
- A reconciled event ledger and baseline demand picture for the promoted portfolio
- Measured incremental volume and margin on a representative sample of promotion events
- A structured register that separates observations from estimates and hypotheses
- Evidence grading, sensitivity screening, and the research questions that close the gaps
- A freeze gate that hands a tested assumption book to the options appraisal
- Worked example, failure case, and a community practice exercise