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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.

Several clustering methods. Learn about their principle, conditions of use, data preparation phases, common pitfalls as well as good practices. Several real life applications are presented.

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.