PRODUCT RESPONSE SEGMENTATION AND THE ANALYSIS OF INDIVIDUAL DIFFERENCES IN LIKING

Abstract

ABSTRACT This paper illustrates a data analysis approach and case history showing how the researcher can segment individuals into different dusters, with panelists falling into the same cluster exhibiting similar hedonic responses to stimuli. The segmentation procedure suggests that some of the variability traditionally observed with hedonic responses may result from averaging together ratings assigned by individuals who belong in different hedonic segments.