{"id":158333,"date":"2023-07-21T15:00:00","date_gmt":"2023-07-21T19:00:00","guid":{"rendered":"https:\/\/secure.compusense.com\/research\/?p=158333"},"modified":"2023-07-21T21:27:52","modified_gmt":"2023-07-22T01:27:52","slug":"an-approach-for-clustering-consumers-by-their-top-box-and-top-choice-responses","status":"publish","type":"post","link":"https:\/\/secure.compusense.com\/research\/an-approach-for-clustering-consumers-by-their-top-box-and-top-choice-responses\/","title":{"rendered":"An approach for clustering consumers by their top-box and top-choice responses"},"content":{"rendered":"\n<p>Cluster analysis is often used to group consumers based on their hedonic responses to products. We give a motivating example in which conventional cluster analyses converge on a solution where consumers do not agree on which products they like. We show why this occurs. We state a goal: to group together consumers who have a shared opinion of which products are delightful and which products are not delightful, apart from consumers who have a different opinion. To meet this goal, we code consumers\u2019 hedonic responses in ways inspired by top-<em>k<\/em> box analysis, then cluster consumers using b-cluster analysis. For comparison, we cluster consumers using two conventional methods. We interpret each cluster by focusing on which product(s) the cluster accepts and whether a large proportion of cluster members are aligned in accepting these products. Solutions from b-cluster analysis based on top-<em>k<\/em> box-inspired codings met our goal better than conventional approaches, indicating that these methods deserve further study.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Castura, J.C., Meyners, M., Pohjanheimo, T., Varela, P., &amp; N\u00e6s, T. (2023). An approach for clustering consumers by their top-box and top-choice responses. <em>Journal of Sensory Studies<\/em>, e12860.<\/p>\n\n\n\n<p><a href=\"\"><\/a><a href=\"https:\/\/doi.org\/10.1111\/joss.12860\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1111\/joss.12860<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cluster analysis is often used to group consumers based on their hedonic responses to products. We give a motivating example in which conventional cluster analyses converge on a solution where consumers do not agree on which products they like. We show why this occurs. We state a goal: to group together consumers who have a shared opinion of which products<\/p>\n<p><a class=\"more-link\" href=\"https:\/\/secure.compusense.com\/research\/an-approach-for-clustering-consumers-by-their-top-box-and-top-choice-responses\/\">Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[35,118,59],"_links":{"self":[{"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/posts\/158333"}],"collection":[{"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/comments?post=158333"}],"version-history":[{"count":1,"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/posts\/158333\/revisions"}],"predecessor-version":[{"id":158334,"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/posts\/158333\/revisions\/158334"}],"wp:attachment":[{"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/media?parent=158333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/categories?post=158333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/secure.compusense.com\/research\/wp-json\/wp\/v2\/tags?post=158333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}