Customer Decision Tree (CDT).

When creating a shelf plan, you also want to know what a consumer will choose when your product is "out of stock. Another product of the same brand? Or does the consumer choose a larger package? The alternative product a consumer chooses tells a lot about what's important, such as the brand or package content.

Through implicit measurement, we map shoppers' criteria of choice without having to ask them directly. The result is a customer decision tree (CDT) that shows the hierarchy that consumers pay attention to when buying a product in a category. This is exactly the information that product managers and category managers need when setting up a shelf.