Ask less - Scale Market Research without Annoying Your Customers
This addresses a practical issue for businesses seeking to conduct large-scale market research without annoying customers, though it appears incremental.
The paper tackles the problem of scaling market research by reducing the number of survey questions needed, using Bayesian networks to segment broadband customers effectively.
Market research is generally performed by surveying a representative sample of customers with questions that includes contexts such as psycho-graphics, 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.