Abstract: A method is provided of predicting changes in market share, in the form of Preference Shares, in a market associated with proposed performance changes. The initial step is to provide a set of market research data suitable for CVA, including current market share data. The next step is to perform a CVA analysis through regression analysis in order to determine WWP parameters, so that for the market as a whole, a set of coefficients determining relative importance of each value driver to WWP, and for each market participant, a set of performance scores for each value driver, and an overall WWP value. The method continues by postulating a changed value in the performance score for one or more value drivers for a selected market participant. The postulated changed value is used to determine a predicted WWP value through relative impacts of the components associated with the WWP model.