The Tipping Point is the phenomenon that takes place when changes in our society (ideas, behavior, messages, and products) happen suddenly and unexpectedly and spread like outbreaks of infectious disease.

New work from Complexity Science known as "Small Worlds" provides a rich foundation enabling marketers to devise strategy focused on using the natural communication among consumers to spread brand messages that increase sales.

Tedesco Analytics has a proprietary procedure to deliver models that identify the tipping points in your brand-to-consumer relationships. Simulations with these models will formulate, test, and hone, marketing strategies. As a result marketers will be better equipped to spread brand messages through the marketplace and see maximum return on resource investment.

Modeling is accomplished by agent based simulations. These models are data driven and use a set of artificial consumers interacting within a computer generated marketplace. The agents are grouped into market segments that are predefined by the Company (or additional/alternative segmentation definitions can be derived from the data).

Segments are then analyzed as social networks where individuals form relationships with each other and with the brands in the market. Metrecs are generated that reflect when the relationships with a brand reach a tipping point that will spread throughout the market in a rapid and positive fashion. The result of reaching this level is a stronger and wider expansion of brands to consumer relationship and incremental growth in volume.

Data for these models can be quite varied. Input from household panels, insights from focus groups, tracking data, and other sources can be fused to develop a complete picture of consumer segment behavior.