Ask less - Scale Market Research without Annoying Your Customers

Abstract--Market research is generally performed by surveying arepresentative 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. We demonstrate the effectiveness of our approach using an example market segmentation of broadband customers. I. INTRODUCTION A key technique for developing successful business strategies inbusiness to customer (B2C) companies is to develop a good understanding of the market and the customer behavior.