New Marketing Insight from Unsupervised Bayesian Belief Networks

"Limited-Service Restaurants" (LSRs) is how the restaurant industry refers collectively to fast food and fast-casual dining establishments. Marketers who specialize in LSRs often employ marketing research to evaluate hypotheses about their brands or to detect segments within their markets. An important additional purpose of market research is to understand the total structure of a market, to find out what guests consider important about the LSR experience. Without understanding the way that LSR guests think, marketers fly blind about what innovations in menu or service will appeal to guests. Fundamental market research helps with brand positioning and allocating marketing resources (Marketing Mix Analysis), and also in generating unexpected directions for additional research.