To secure reliability in share estimation of a commodity group.

This method has: a first measurement process for measuring a partial utility value on the basis of questionnaire investigation with an attribute related to a design of a commodity as a target; a second measurement process for measuring the partial utility value on the basis of at least one attribute set as the target of the investigation in the first measurement process and questionnaire investigation with an attribute not set as the target of the investigation in the first measurement process as a target; a process for calculating a correction coefficient on the basis of the partial utility value of a level belonging to the attribute set as the target of the investigation in both the first measurement process and the second measurement process; a process for correcting the partial utility value on the basis of the measured partial utility value and the correction coefficient; a process for setting a profile about each commodity of the commodity group; a process for calculating a whole utility value on the basis of the profile of each commodity of the commodity group and the corrected partial utility value; and a process for estimating a share of the commodity group on the basis of the calculated whole utility value.