SlideShare a Scribd company logo
A Bayesian network model to segment consumers
                                                              based on their minor digestive concerns
                                                                          Pierrick Rivière1, Fabien Craignou2, Peter Whorwell3, Helen Carruthers3
                                                                                    1   Sensory and Behavior Science, Danone Research, RD 128, 91767 Palaiseau – France
                                                                                    2   Repères, 9 rue Rougemont, 75009 Paris – France
                                                                                    3   Department of Medecine, University Hospital of South Manchester, Manchester, M23 9LT UK




context & objectives
     Beyond sensory pleasure and nutritional intake, food can also integrate health functionalities like improving digestive health. This expectation is not negligible : 60% of English
     women claim to suffer from minor digestive disorders! Most of them do not consult health care professionals but try alternative solutions, including food. Designing a product to
     match these expectations requires an accurate knowledge of the troubles experienced by consumers, to complement the existing medical knowledge. Minor digestive troubles
     cannot be accessed in a straight-forward manner as naïve consumers don’t have the medical knowledge nor the ability to describe/name their digestive troubles[1].
     Nevertheless, consumers can translate what they feel when experiencing digestive troubles.

     The objective is to build a precise typology of minor digestive troubles based on perceived & experienced sensations described by consumers.


 methodology
           1000 English women nationally representative declaring                                                                                                                                        Experienced sensations have been structured into
                                                                                                                                      “tell us the story of your last digestive concern”…
           minor digestive trouble.                                                                                                                                                                      attributes based on following requirements :
                                                                                                                                    SYMPTOM DESCRIPTION                                                   - one-dimensional (a single sensation)
           On-line interactive survey                                                                                                                                                                     - accurate / non ambiguous
                                                                                                                                    • Experienced sensations (40 items list)
                                                                                                                                                                                                          - combining imagery & concrete description
           Focus on the last trouble to increase accuracy of the                                                                    • Digestive concern illustration (12 pictures)                        - based on layman words
           description.                                                                                                             • Etiology (supposed causes)                                          - uses the most frequent words / expressions
                                                                                                                                    • Impact (Emotional & social consequences;                          >> examples :
       • Questionnaire items related to the personal                                                                                  frequency / pain)                                                        “I burp”
         experiences of digestive troubles extracted from a                                                                         • Context                                                                  “I have gurgling. It's turning inside me, as if nothing is in the right
         previous Qualitative Survey                                                                                                SOLUTIONS & EXPECTATIONS                                                   place”
                                                                                                                                                                                                               …
                                                                                                                                    USER PROFILING (demographics; IBS detection)

data analysis & results
    1-Identifying groups of experienced sensations likely to happen together                                                                                                            2-Identifying groups of consumers
                                = The symptoms                                                                                                                                   concerned by the same combinations of symptoms
                                                                                                                                                                                  Bayesian Clustering of Consumers (BayesiaLab Data Clustering)
                                     Automatic Bayesian Learning (BayesiaLab EQ algorithm)

                                                                                                                                             [2]                       Latent Class Model, in which consumer clusters are connected to the symptoms.
                           Discovering probabilistic relations between symptoms
                    NO a-priori relation to be defined: focus on what consumers really feel.
                                                                                                                                                                                      EM algorithm to determine the parameters of the model.
   •Conservative model[3] : compromise between the data fit and the structural complexity
                                                                                                                                                                        Pseudo-random walk between 2 and 20 to determine the number of clusters.
                        •10-fold cross-validation to ensure the robustness of the structure.


                                 Stomach rock
                                 Stomach rock                                   Swollen tummy
                                                                                Swollen tummy
                                                                                                                                                                                              6%
                                     hard
                                     hard
                                                                                                                                                                                         Cluster 12                  10%
                                                                                                          IIcan’t evacuate my bowels       I’m constipated
             My belly is hard
             My belly is hard       Skin of my tummy is tensed
                                                                             IIhave a full stomach
                                                                               have a full stomach           can’t evacuate my bowels       I’m constipated                                                                    Cluster 11
                                    Skin of my tummy is tensed


             Quite painful to touch stomach
                                                                                                                                                                                   9%
             Quite painful to touch stomach                                                IIfeel full               Emptying my bowels is difficult
                                                                                              feel full              Emptying my bowels is difficult                Cluster 10                                                         10%
   Knots in my intestine
   Knots in my intestine                 Tummy is going to explode
                                         Tummy is going to explode
                                                                                                          Can cause haemorrhoids Evacuation is painful
                                                                                                          Can cause haemorrhoids Evacuation is painful
                                                                                                                                                                          Cluster 9      6%                                                 Cluster 6
  Intestine is in spasm
   Intestine is in spasm
                                                                                                                                                                                                                          7%
                                                                                         Stagnation within my tummy
                                                                                         Stagnation within my tummy
                                         Need to relieve the pressure
                                         Need to relieve the pressure
    Spasms inside me
    Spasms inside me                                                                       There is food in my stool, not fully
                                                                                           There is food in my stool, not fully                                                                    5%                      Cluster 7
                                     Stomach is blowing up like a balloon
                                                                                                        digested
                                                                                                        digested
                                                                                                                                                                                 Cluster 8
    Stomach cramps
    Stomach cramps
                                     Stomach is blowing up like a balloon                                                                                                                                                                           7%
                                                                                         As if my stool has fermented inside me
                                                                                         As if my stool has fermented inside me
                                        It stretches my tummy, like contractions
                                         It stretches my tummy, like contractions
                                                                                                                                                                                                                                                    Cluster 5
  IIhave gurgling
    have gurgling                                                                             Food doesn’t go through me
                                                                                              Food doesn’t go through me                                                                                  7%                   12%
                                                   IIget a pricking inside me
                                                     get a pricking inside me
                                                                                                                                                                                        Cluster 3
         Small hair bubbles inside of me
         Small hair bubbles inside of me
                                                It is burning inside my tummy
                                                 It is burning inside my tummy
                                                                                                                            Going to the toilet is almost
                                                                                                                            Going to the toilet is almost
                                                                                                                                     explosive
                                                                                                                                                                                                                               Cluster 4
                                                                                                                                      explosive                                                                                                    Colour variation:
                                                                                                                                                                                                               11%                                 purity of the cluster
    Acid in me so that’s burning                                        IIhave often smelly wind
                                                                          have often smelly wind                       Really urgent need to go to the toilet
                                                                                                                       Really urgent need to go to the toilet
    Acid in me so that’s burning                                                                                                                                                                                                                   (the darker, the purer)

                                    IIburp
                                      burp                   IIfeel full of wind
                                                                feel full of wind                 IIoften have gas
                                                                                                    often have gas
                                                                                                                              Large amount of stool
                                                                                                                              Large amount of stool                                                           Cluster 2         10%                Positioning:
         I’ve got acid reflux
          I’ve got acid reflux                                                                                                                                                                                                                     probabilistic proximity
                                                                                                                              Body feels really heavy
                                                                                                                              Body feels really heavy
     Regurgitation in the throat
     Regurgitation in the throat
                                                                      IIcannot help but pass wind
                                                                        cannot help but pass wind                                                                                                                              Cluster 1

                                             11 groups of symptoms were identified.                                                                                 12 groups of consumers emerged,
                                                                                                                                                                    each concerned with a specific symptoms profile = a digestive trouble

                        Each group can be summarized with a latent variable,                                                                                        Each group of consumers can be interpreted with a probabilistic symptom profile,
                       which can be interpreted in a probabilistic way.                                                                                             for an easy and compact communication. Each cluster is characterized by a
                                                                                                                                                                    specific & contrasted combination of perceived symptoms.
                           ACID REFLUX
                                                                                                                         33% of consumers are                                           Yes
   EXAMPLE                 Symptom did not occur                                         67.0%                         concerned with acid reflux
                                                                                                                     symptoms (a priori probability)                  ACID REFLUX
                           Symptom occurred                                              33.0%
                                                                                                                                                                                               +                 +
                                                                                                                                                                                                                                                                   +         +   +: significant
                           If for example, consumer X answers…                                                                                                                                                                                                                   difference
                           I’ve got acid reflux -----------------No                                                                                                                     Yes                                                                                      against a priori
                                                                                                                             Probability that                                                                                                                                    probability
                           Acid in me so that's burning ------Yes                                                         consumer X is affected
                           Regurgitation in the throat---------Yes                                                         by acid refluxis 81%.
                           I burp -------------------------------No                                                                                                     GURGLING
                                                                                                                                                                                                                                                                             +
                                                                                                                                                                                                                                                      +      +

                                                                                                                                                                                               C1        C2     C3   C4    C5     C6    C7    C8     C9    C10    C11    C12


conclusions                                                                                                                                                      OTHER SYMPTOMS                                                        …
This approach provides an accurate & useful
description of minor digestive concerns in the UK pop.
The 12 clusters are fully interpretable by
                                                                                                                         Bayesian networks allowed identifying
                                                                                                                         digestive troubles based on symptom
                                                                                                                                                                                        outlooks
gastroenterologists & physiologically relevant.                                                                          combinations without any a priori.                             Despite the gap between the medical vision and the layman
                                                                                                                                                                                        representation, this approach allows the connection of consumer
They are used by R&D teams to translate consumer                                                                         Probabilistic reasoning and graphical                          perceptions to the expert physiological knowledge.
needs into new researches & clinical studies.                                                                            models help communication.
                                                                                                                                                                                        This link provides a complementary understanding of the human body
[1] R. Monrozier, A. Bonnet, I. Boutrolle, N. Boireau. (2009).Toward a consumer typology of health concerns. An application to minor digestive disorders. Poster - 8th Pangborn Sensory Symposium
[2] J. Pearl and S. Russel, 2000 "Bayesian networks" , UCLA Cognitive Systems Laboratory, Technical Report (R-277), November 2000. In M.A. Arbib (Ed.), Handbook of Brain Theory and Neural Networks, Cambridge, MA: MIT Press, 157-160, 2003.
[3] Friedman N., Goldszmidt M., “Learning Bayesian networks with local structure ”, Proc. of the 12th Conf. on Uncertainty in Artificial, Morgan Kaufmann, 1996.

More Related Content

More from François Abiven

Methodologie des tests en salle immersive - LE SENSOLIER 2018 - ABIVEN - PINHAS
Methodologie des tests en salle immersive  - LE SENSOLIER 2018 - ABIVEN - PINHASMethodologie des tests en salle immersive  - LE SENSOLIER 2018 - ABIVEN - PINHAS
Methodologie des tests en salle immersive - LE SENSOLIER 2018 - ABIVEN - PINHAS
François Abiven
 
Eurosense 2018 - R3m score - INSTITUT PAUL BOCUSE- REPERES
Eurosense 2018 -  R3m score - INSTITUT PAUL BOCUSE- REPERESEurosense 2018 -  R3m score - INSTITUT PAUL BOCUSE- REPERES
Eurosense 2018 - R3m score - INSTITUT PAUL BOCUSE- REPERES
François Abiven
 
THE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSIS
THE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSISTHE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSIS
THE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSIS
François Abiven
 
Le laboratoire immersif pour contextualiser l'analyse sensorielle
Le laboratoire immersif pour contextualiser l'analyse sensorielle Le laboratoire immersif pour contextualiser l'analyse sensorielle
Le laboratoire immersif pour contextualiser l'analyse sensorielle
François Abiven
 
Satisfaction clients reperes 2017
Satisfaction clients reperes 2017Satisfaction clients reperes 2017
Satisfaction clients reperes 2017
François Abiven
 
Emotional monitoring drive your brands! by reperes - english
Emotional monitoring drive your brands!  by reperes - englishEmotional monitoring drive your brands!  by reperes - english
Emotional monitoring drive your brands! by reperes - english
François Abiven
 
Emotional monitoring pilotez vos marques reperes_120917
Emotional monitoring pilotez vos marques reperes_120917Emotional monitoring pilotez vos marques reperes_120917
Emotional monitoring pilotez vos marques reperes_120917
François Abiven
 
Repères studies in multi-sensory immersive rooms
Repères   studies in multi-sensory immersive roomsRepères   studies in multi-sensory immersive rooms
Repères studies in multi-sensory immersive rooms
François Abiven
 
Repères R3M - BRANDS REFLEX ASSETS - avril 2017 - extract
Repères R3M -  BRANDS REFLEX ASSETS - avril 2017 - extractRepères R3M -  BRANDS REFLEX ASSETS - avril 2017 - extract
Repères R3M - BRANDS REFLEX ASSETS - avril 2017 - extract
François Abiven
 
Repères - Les études en salle immersive - mai 2017
Repères - Les études en salle immersive - mai 2017Repères - Les études en salle immersive - mai 2017
Repères - Les études en salle immersive - mai 2017
François Abiven
 
Repères R3m actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...
Repères R3m  actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...Repères R3m  actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...
Repères R3m actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...
François Abiven
 
Immersive room survey agroparistech reperes (march 2017)
Immersive room survey agroparistech reperes (march 2017)Immersive room survey agroparistech reperes (march 2017)
Immersive room survey agroparistech reperes (march 2017)
François Abiven
 
Etude Repères Agroparistech en salle immersive (mars 2017)
Etude Repères Agroparistech en salle immersive (mars 2017)Etude Repères Agroparistech en salle immersive (mars 2017)
Etude Repères Agroparistech en salle immersive (mars 2017)
François Abiven
 
R3 m en 6 slides - octobre 2016
R3 m en 6 slides - octobre 2016R3 m en 6 slides - octobre 2016
R3 m en 6 slides - octobre 2016
François Abiven
 
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...
François Abiven
 
Reperes - premier contact en 9 diapos
Reperes - premier contact en 9 diaposReperes - premier contact en 9 diapos
Reperes - premier contact en 9 diapos
François Abiven
 
Résultats enquête de satisfaction clients repères 2013
Résultats enquête de satisfaction clients repères 2013 Résultats enquête de satisfaction clients repères 2013
Résultats enquête de satisfaction clients repères 2013
François Abiven
 
Résultats enquête de satisfaction Repères décembre 2012
Résultats enquête de satisfaction Repères décembre 2012Résultats enquête de satisfaction Repères décembre 2012
Résultats enquête de satisfaction Repères décembre 2012
François Abiven
 
Emotional monitoring reperes - schneider electric - jne adetem 24 janvier 2013
Emotional monitoring   reperes - schneider electric - jne adetem 24 janvier 2013Emotional monitoring   reperes - schneider electric - jne adetem 24 janvier 2013
Emotional monitoring reperes - schneider electric - jne adetem 24 janvier 2013
François Abiven
 
Reperes implicit tests - gb - sept 2012
Reperes    implicit tests - gb - sept 2012Reperes    implicit tests - gb - sept 2012
Reperes implicit tests - gb - sept 2012
François Abiven
 

More from François Abiven (20)

Methodologie des tests en salle immersive - LE SENSOLIER 2018 - ABIVEN - PINHAS
Methodologie des tests en salle immersive  - LE SENSOLIER 2018 - ABIVEN - PINHASMethodologie des tests en salle immersive  - LE SENSOLIER 2018 - ABIVEN - PINHAS
Methodologie des tests en salle immersive - LE SENSOLIER 2018 - ABIVEN - PINHAS
 
Eurosense 2018 - R3m score - INSTITUT PAUL BOCUSE- REPERES
Eurosense 2018 -  R3m score - INSTITUT PAUL BOCUSE- REPERESEurosense 2018 -  R3m score - INSTITUT PAUL BOCUSE- REPERES
Eurosense 2018 - R3m score - INSTITUT PAUL BOCUSE- REPERES
 
THE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSIS
THE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSISTHE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSIS
THE IMMERSIVE LABORATORY TO CONTEXTUALIZE SENSORY ANALYSIS
 
Le laboratoire immersif pour contextualiser l'analyse sensorielle
Le laboratoire immersif pour contextualiser l'analyse sensorielle Le laboratoire immersif pour contextualiser l'analyse sensorielle
Le laboratoire immersif pour contextualiser l'analyse sensorielle
 
Satisfaction clients reperes 2017
Satisfaction clients reperes 2017Satisfaction clients reperes 2017
Satisfaction clients reperes 2017
 
Emotional monitoring drive your brands! by reperes - english
Emotional monitoring drive your brands!  by reperes - englishEmotional monitoring drive your brands!  by reperes - english
Emotional monitoring drive your brands! by reperes - english
 
Emotional monitoring pilotez vos marques reperes_120917
Emotional monitoring pilotez vos marques reperes_120917Emotional monitoring pilotez vos marques reperes_120917
Emotional monitoring pilotez vos marques reperes_120917
 
Repères studies in multi-sensory immersive rooms
Repères   studies in multi-sensory immersive roomsRepères   studies in multi-sensory immersive rooms
Repères studies in multi-sensory immersive rooms
 
Repères R3M - BRANDS REFLEX ASSETS - avril 2017 - extract
Repères R3M -  BRANDS REFLEX ASSETS - avril 2017 - extractRepères R3M -  BRANDS REFLEX ASSETS - avril 2017 - extract
Repères R3M - BRANDS REFLEX ASSETS - avril 2017 - extract
 
Repères - Les études en salle immersive - mai 2017
Repères - Les études en salle immersive - mai 2017Repères - Les études en salle immersive - mai 2017
Repères - Les études en salle immersive - mai 2017
 
Repères R3m actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...
Repères R3m  actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...Repères R3m  actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...
Repères R3m actions marketing et Actifs Reflexes de marque - EXTRAIT - avril...
 
Immersive room survey agroparistech reperes (march 2017)
Immersive room survey agroparistech reperes (march 2017)Immersive room survey agroparistech reperes (march 2017)
Immersive room survey agroparistech reperes (march 2017)
 
Etude Repères Agroparistech en salle immersive (mars 2017)
Etude Repères Agroparistech en salle immersive (mars 2017)Etude Repères Agroparistech en salle immersive (mars 2017)
Etude Repères Agroparistech en salle immersive (mars 2017)
 
R3 m en 6 slides - octobre 2016
R3 m en 6 slides - octobre 2016R3 m en 6 slides - octobre 2016
R3 m en 6 slides - octobre 2016
 
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...
Dynamique de croissance de l'industrie agroalimentaire - enquête Reperes-24 n...
 
Reperes - premier contact en 9 diapos
Reperes - premier contact en 9 diaposReperes - premier contact en 9 diapos
Reperes - premier contact en 9 diapos
 
Résultats enquête de satisfaction clients repères 2013
Résultats enquête de satisfaction clients repères 2013 Résultats enquête de satisfaction clients repères 2013
Résultats enquête de satisfaction clients repères 2013
 
Résultats enquête de satisfaction Repères décembre 2012
Résultats enquête de satisfaction Repères décembre 2012Résultats enquête de satisfaction Repères décembre 2012
Résultats enquête de satisfaction Repères décembre 2012
 
Emotional monitoring reperes - schneider electric - jne adetem 24 janvier 2013
Emotional monitoring   reperes - schneider electric - jne adetem 24 janvier 2013Emotional monitoring   reperes - schneider electric - jne adetem 24 janvier 2013
Emotional monitoring reperes - schneider electric - jne adetem 24 janvier 2013
 
Reperes implicit tests - gb - sept 2012
Reperes    implicit tests - gb - sept 2012Reperes    implicit tests - gb - sept 2012
Reperes implicit tests - gb - sept 2012
 

Recently uploaded

Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
SalmanTahir60
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
itnewsafrica
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
Staffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project ManagementStaffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project Management
Tellusant, Inc.
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
➑➌➋➑➒➎➑➑➊➍
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
Top IT Marketing
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
APKs Pure
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
UnheardShayari
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
إبراهيم العرجاني
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
brojjeddah
 
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Razin Mustafiz
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
Quibble
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
PraghyaBhandari
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 

Recently uploaded (20)

Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
 
Staffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project ManagementStaffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project Management
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
 
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 

Eurosense 2010 repères

  • 1. A Bayesian network model to segment consumers based on their minor digestive concerns Pierrick Rivière1, Fabien Craignou2, Peter Whorwell3, Helen Carruthers3 1 Sensory and Behavior Science, Danone Research, RD 128, 91767 Palaiseau – France 2 Repères, 9 rue Rougemont, 75009 Paris – France 3 Department of Medecine, University Hospital of South Manchester, Manchester, M23 9LT UK context & objectives Beyond sensory pleasure and nutritional intake, food can also integrate health functionalities like improving digestive health. This expectation is not negligible : 60% of English women claim to suffer from minor digestive disorders! Most of them do not consult health care professionals but try alternative solutions, including food. Designing a product to match these expectations requires an accurate knowledge of the troubles experienced by consumers, to complement the existing medical knowledge. Minor digestive troubles cannot be accessed in a straight-forward manner as naïve consumers don’t have the medical knowledge nor the ability to describe/name their digestive troubles[1]. Nevertheless, consumers can translate what they feel when experiencing digestive troubles. The objective is to build a precise typology of minor digestive troubles based on perceived & experienced sensations described by consumers. methodology 1000 English women nationally representative declaring Experienced sensations have been structured into “tell us the story of your last digestive concern”… minor digestive trouble. attributes based on following requirements : SYMPTOM DESCRIPTION - one-dimensional (a single sensation) On-line interactive survey - accurate / non ambiguous • Experienced sensations (40 items list) - combining imagery & concrete description Focus on the last trouble to increase accuracy of the • Digestive concern illustration (12 pictures) - based on layman words description. • Etiology (supposed causes) - uses the most frequent words / expressions • Impact (Emotional & social consequences; >> examples : • Questionnaire items related to the personal frequency / pain) “I burp” experiences of digestive troubles extracted from a • Context “I have gurgling. It's turning inside me, as if nothing is in the right previous Qualitative Survey SOLUTIONS & EXPECTATIONS place” … USER PROFILING (demographics; IBS detection) data analysis & results 1-Identifying groups of experienced sensations likely to happen together 2-Identifying groups of consumers = The symptoms concerned by the same combinations of symptoms Bayesian Clustering of Consumers (BayesiaLab Data Clustering) Automatic Bayesian Learning (BayesiaLab EQ algorithm) [2] Latent Class Model, in which consumer clusters are connected to the symptoms. Discovering probabilistic relations between symptoms NO a-priori relation to be defined: focus on what consumers really feel. EM algorithm to determine the parameters of the model. •Conservative model[3] : compromise between the data fit and the structural complexity Pseudo-random walk between 2 and 20 to determine the number of clusters. •10-fold cross-validation to ensure the robustness of the structure. Stomach rock Stomach rock Swollen tummy Swollen tummy 6% hard hard Cluster 12 10% IIcan’t evacuate my bowels I’m constipated My belly is hard My belly is hard Skin of my tummy is tensed IIhave a full stomach have a full stomach can’t evacuate my bowels I’m constipated Cluster 11 Skin of my tummy is tensed Quite painful to touch stomach 9% Quite painful to touch stomach IIfeel full Emptying my bowels is difficult feel full Emptying my bowels is difficult Cluster 10 10% Knots in my intestine Knots in my intestine Tummy is going to explode Tummy is going to explode Can cause haemorrhoids Evacuation is painful Can cause haemorrhoids Evacuation is painful Cluster 9 6% Cluster 6 Intestine is in spasm Intestine is in spasm 7% Stagnation within my tummy Stagnation within my tummy Need to relieve the pressure Need to relieve the pressure Spasms inside me Spasms inside me There is food in my stool, not fully There is food in my stool, not fully 5% Cluster 7 Stomach is blowing up like a balloon digested digested Cluster 8 Stomach cramps Stomach cramps Stomach is blowing up like a balloon 7% As if my stool has fermented inside me As if my stool has fermented inside me It stretches my tummy, like contractions It stretches my tummy, like contractions Cluster 5 IIhave gurgling have gurgling Food doesn’t go through me Food doesn’t go through me 7% 12% IIget a pricking inside me get a pricking inside me Cluster 3 Small hair bubbles inside of me Small hair bubbles inside of me It is burning inside my tummy It is burning inside my tummy Going to the toilet is almost Going to the toilet is almost explosive Cluster 4 explosive Colour variation: 11% purity of the cluster Acid in me so that’s burning IIhave often smelly wind have often smelly wind Really urgent need to go to the toilet Really urgent need to go to the toilet Acid in me so that’s burning (the darker, the purer) IIburp burp IIfeel full of wind feel full of wind IIoften have gas often have gas Large amount of stool Large amount of stool Cluster 2 10% Positioning: I’ve got acid reflux I’ve got acid reflux probabilistic proximity Body feels really heavy Body feels really heavy Regurgitation in the throat Regurgitation in the throat IIcannot help but pass wind cannot help but pass wind Cluster 1 11 groups of symptoms were identified. 12 groups of consumers emerged, each concerned with a specific symptoms profile = a digestive trouble Each group can be summarized with a latent variable, Each group of consumers can be interpreted with a probabilistic symptom profile, which can be interpreted in a probabilistic way. for an easy and compact communication. Each cluster is characterized by a specific & contrasted combination of perceived symptoms. ACID REFLUX 33% of consumers are Yes EXAMPLE Symptom did not occur 67.0% concerned with acid reflux symptoms (a priori probability) ACID REFLUX Symptom occurred 33.0% + + + + +: significant If for example, consumer X answers… difference I’ve got acid reflux -----------------No Yes against a priori Probability that probability Acid in me so that's burning ------Yes consumer X is affected Regurgitation in the throat---------Yes by acid refluxis 81%. I burp -------------------------------No GURGLING + + + C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 conclusions OTHER SYMPTOMS … This approach provides an accurate & useful description of minor digestive concerns in the UK pop. The 12 clusters are fully interpretable by Bayesian networks allowed identifying digestive troubles based on symptom outlooks gastroenterologists & physiologically relevant. combinations without any a priori. Despite the gap between the medical vision and the layman representation, this approach allows the connection of consumer They are used by R&D teams to translate consumer Probabilistic reasoning and graphical perceptions to the expert physiological knowledge. needs into new researches & clinical studies. models help communication. This link provides a complementary understanding of the human body [1] R. Monrozier, A. Bonnet, I. Boutrolle, N. Boireau. (2009).Toward a consumer typology of health concerns. An application to minor digestive disorders. Poster - 8th Pangborn Sensory Symposium [2] J. Pearl and S. Russel, 2000 "Bayesian networks" , UCLA Cognitive Systems Laboratory, Technical Report (R-277), November 2000. In M.A. Arbib (Ed.), Handbook of Brain Theory and Neural Networks, Cambridge, MA: MIT Press, 157-160, 2003. [3] Friedman N., Goldszmidt M., “Learning Bayesian networks with local structure ”, Proc. of the 12th Conf. on Uncertainty in Artificial, Morgan Kaufmann, 1996.