Market driver analysis and product optimization are one of the central tasks in Product Marketing and thus relevant to virtually all types of businesses. BayesiaLab provides a uni!ed software platform, which can, based on consumer data,
1. provide deep understanding of the market preference structure
2. directly generate recommendations for prioritized product actions.
The proposed approach utilizes Probabilistic Structural Equation Models (PSEM), based on machine-learned Bayesian networks. PSEMs provide an ef!cient alternative to Structural Equation Models (SEM), which have been used traditionally in market research.