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2020 | OriginalPaper | Chapter

56. Ask Less: Scale Market Research Without Annoying Your Customers

Authors : Venkatesh Umaashankar, S. Girish Shanmugam

Published in: Proceedings of International Conference on Artificial Intelligence, Smart Grid and Smart City Applications

Publisher: Springer International Publishing

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Abstract

Market research is generally performed by surveying a representative sample of customers with questions that include contexts such as psychographics, demographics, attitude, and product preferences. Survey responses are used to segment the customers into various groups that are useful for targeted marketing and communication. Reducing the number of questions asked to the customer has utility for businesses to scale the market research to a large number of customers. In this work, we model this task using Bayesian networks. We demonstrate the effectiveness of our approach using an example market segmentation of broadband customers.

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Footnotes
1
Ipsos and TNS are well-known market research experts in the industry.
 
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Metadata
Title
Ask Less: Scale Market Research Without Annoying Your Customers
Authors
Venkatesh Umaashankar
S. Girish Shanmugam
Copyright Year
2020
Book
Proceedings of International Conference on Artificial Intelligence, Smart Grid and Smart City Applications

Print ISBN: 978-3-030-24050-9

Electronic ISBN: 978-3-030-24051-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-24051-6_56