Understanding the choices of consumers is critical to ensuring the long term success of brands. However, a group of consumers will have many different drivers of choice. Consequently, data must be collected on a range of product attributes. These attributes are generally highly correlated with each other. To understand the inter-relationship between product attributes and see how these relate to consumer choice requires methods that can accommodate these correlations. In this talk David Arnold, Senior Statistician at Unilever, will illustrate how multivariate statistical techniques can be used to explore and understand consumer choice.
