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 Preference Mapping in Practice

Preference Mapping in Practice

SENS4		  Click here to download a course outline in Acrobat format Download course outline 
Duration :Duration : 1.0 day(s)		 
 

:: Course Summary

This applied training session in statistics is intended for all the people collecting preference data and wishing to determine consumer segments of product preferences in order to identify market opportunities.
This course covers powerful preference mapping techniques to explore and understand the preference structure of consumers.

:: Learning Objectives

Upon completion of this course, participants will be able to:
  • Establish a relationship between product or concept acceptance and their characteristics
  • Optimize product acceptance by focusing on preferred characteristics
  • Analyze hedonic scores at the individual level
  • Identify consumer segments with similar preferences
  • Summarize results in a clear and concise manner

    :: Target Audience

    This applied training session in statistics is intended for all the people collecting preference data and wishing to determine consumer and product segments to identify market opportunities.

    :: Prerequisite

    Basic knowledge of regression analysis and principal component analysis is desirable. However, a short review of these techniques will be given during the course.

    :: Notes and Other Information

    If you are interested in:
    • acquiring or furthering your skills in multivariate data analysis methods
    • putting the theory of multivariate analysis to practice with a wide array of case studies
    • and doing so with your very own software of choice
    then our our summer school on multivariate data analysis is what you are looking for!

    All our training sessions are available on-site. Contact us to learn more.

    		•   

    :: Topics Covered

    • Introduction to Consumer Preferences
    • Traditional Methods
      • Measuring Preferences
      • Traditional Methods of Analyzing Preference Data
      • Limitations
    • Overview of Preference Mapping
      • Goals & Scope
      • Data Acquisition Considerations
      • MDPREF vs. PREFMAP Philosophies
    • MDPREF or Internal Preference Mapping
      • Methodology
      • Interpretation of Results
      • Extended MDPREF : Incorporating Additional Information
    • PREFMAP or External Preference Mapping
      • Data Preparation
      • Methodology
      • Interpretation of Results
    • Advanced Topics
      • Clustering Methods
    • Limitations, Alternative Methods and Summary

    :: Course Content

    The preference mapping methods are commonly used in the fields of market research and R&D and are gaining in popularity in other fields as well.
    This set of multidimensional methods can be used to explore and understand the structure and tendencies of consumer preferences, to link consumer preference information to other data and to predict the behavior of consumers in terms of acceptance of a given product.
    This training session describes both internal and external preference mapping methods as well as how to interpret the results. Basic statistical concepts are reviewed and underlying assumptions for the proper utilization of methods are presented.
    The training begins with a review of limitations of traditional statistical methods for analyzing consumer preference data followed by the definition, benefits and objectives of preference mapping. Internal and external mapping are introduced and compared in the context of a case study: type of data needed to carry out a preference mapping analysis, aspects that are specific to each of these methods,...
    Principal Component Analysis is reviewed to introduce internal preference mapping. Case studies of real data are used extensively to explain the context of use of this method, its advantages and its limitations and to interpret results. This provides participants with direct applications of the material presented.
    Additional information on products such as physicochemical, sensory or other characteristics is interpreted via the use of extended internal preference mapping. Again, case studies and software output are employed to make participants comfortable and capable of interpreting the results.
    Linear regression is reviewed to introduce external preference mapping. The context of use of this method, its advantages and its limitations are explained via case studies.     		 

    Upcoming Public Sessions
     No public session is scheduled yet, contact us if you are interested. 

    Offered Discounts

    • Register more than 6 weeks before a session date and get a 15% discount (Displayed above if available).
    • Register 2 persons or more and get a 10% discount (Applied at checkout).
    • Register for 2 sessions or more and get a 10% discount (Applied at checkout).

    Current Reviews
      by Gloria Gaskin:
    Good class. It is a lot of material to cover in 2 days, but it was worth it. Again, using actual data really helps.
     
      by Joni Keith:
    Michel's class was a wonderful introduction to preference mapping. Michel presented this complex subject matter in an interesting manner showing specific applications that we can begin using right away. I would certainly recommend this course to those who may be thinking about attending.

     
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