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Learn about preference mapping techniques to explore and understand consumer preferences. Applications dealing with segmentation and the identification of niche markets are discussed. Focus on pitfalls and good practices.

Understanding consumers and their preferences is crucial for competitive businesses. Learn about commonly used methods to analyse consumer test data, the way to interpret results and to communicate them with insightful graphical summaries.

Conceptually similar to PCA, correspondence analysis a method is designed for discovering associstions in categorical rather than continuous data. Discover the informative 2D-plots for efficient data mapping.

Discover powerful mapping techniques to explore and understand the underlying preference structure of consumers. Learn how to create and interpret efficient and insightful graphical data summaries.

Learn about this data reduction technique to identify, quantify and visualise the correlation in set of measurements. PCA provides insightful data visualisation tools. Learn about innovative applications.