Modeling preferences: beyond the average effects data

Cristina Davino, Rosaria Romano, Tormod Naes, Domenico Vistocco
(2018) ASMOD 2018 : Proceedings of the Advanced Statistical Modelling for Ordinal Data Conference, (eds. Capecchi S, Di Iorio F, Simone R), pp 101-110. fedOAPress

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Preference mapping are a collection of multivariate statistical techniques widelyused by marketing and R&D divisions to understand which sensory characteristics drive consumer acceptance of goods. These techniques provide a perceptual map of the products basedon the so-called sensory dimensions, on which the liking values for each consumer are regressed. This study proposes an innovative preference mapping based on the quantile regression. Using the quantile regression instead of the classical least squares regression allows toexplore the whole distribution of the consumer preference. This permits to obtain additionalinformation both at the individual consumer level, analyzing how the preference varies withrespect to the different quantiles and at the general level, highlighting on the preference mapconsumers with homogeneous behaviors with respect to the different quantiles.