A model is a representation of the real world, a simplification, constructed
in order to demonstrate, and understand, some of its properties. They can
be used in exploratory terms and to convey complex concepts in a simple manner. Here we use a combination of techniques to understand drivers
and relationships. The models may be descriptive, interpretative or
forecasting models. Generally we produce a graphical representation
of the model, as well as producing statistical measures. Each model
is specific, and may be constructed from existing or especially collected
data. They use dependencies and predictability relationships to understand markets or decisions, or attitudes. These can be useful in helping decision-makers visualise their areas of concern, and in deciding where to direct investment decisions.