Abstract:

 

Throughout consumer research, the challenge of identifying and explaining consumer segmentation arises again and again. Specifically, when we seek to discover new product opportunities, to improve existing products, or to better understand the market within which our products operate, it is valuable to have a nuanced understanding of individual consumer differences together with knowledge of the key signals that drive those differences. In this webinar, we explain how machine learning techniques are well-suited to overcome this challenge, and provide a three-step process for explaining consumer segmentation using these tools.

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This webinar is intended for a general audience of sensory professionals and graduate students. No detailed technical knowledge is assumed.

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A digital recording of this webinar is available for purchase ($289).