Ask Less: Scale Market Research Without Annoying Your Customers

  • Venkatesh UmaashankarEmail author
  • S. Girish Shanmugam
Conference paper


Market research is generally performed by surveying a representative sample of customers with questions that include contexts such as psychographics, 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. In this work, we model this task using Bayesian networks. We demonstrate the effectiveness of our approach using an example market segmentation of broadband customers.


Market research Market segmentation Bayesian networks Graphical models Dimensionality reduction Survey 



Akaike information criterion


Business to customer


Bayesian information criterion


Bayesian network


Directed acyclic graph


Internet service provider



We thank Prasad Garigipati, Henrik Palson, Andreas Timglas, and Roy Ollila for their help and support. Both the authors were introduced to the area of Market Research during their tenure at Xoanon Analytics. The value in asking fewer questions in a Market Research Survey was recognized by the authors based on their practical experience.


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Ericsson ResearchChennaiIndia
  2. 2.Uppsala UniversityUppsalaSweden

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