MODEL-ASSISTED ANALYSIS, SIMULATION AND FORECASTING Wildner Scherübl 5 Yearbook of Marketing and Consumer Research, Vol.4 (2006) GfK * Dr. Raimund Wildner, e-mail: raimund.wildner@gfk.de Birgit Scherübl, e-mail: birgit.scheruebl@gfk.de, both at GFK-Nürnberg e.V., Nordwestring 101, D - 90319 Nürnberg Originally published in GfK Jahrbuch der Absatz- und Verbrauchsforschung Vol. 51 (2005), No.4, pp. 332–354. MODEL-ASSISTED ANALYSIS, SIMULATION AND FORECASTING WITH CONSUMER PANEL DATA by Raimund Wildner and Birgit Scherübl* ABSTRACT This paper starts out by discussing the marketing models which have been available up to present, then goes on to describe a new model which is based on scanner data from a consumer panel. The data input and the model structure are described, the quality of the model is discussed and some possible applications are indicated. Finally the paper describes the limitations to the model as well as possible further developments.