The document summarizes a study that used Bayesian networks to understand the consumer drivers of liking for baby food products. It analyzed survey data from 1770 mothers who tested 15 baby food products. The Bayesian network identified 5 key consumer dimensions that impact overall liking: 1) mother's sensory perception, 2) baby's perceived enjoyment, and 3) perception of health benefits. The model found that a mother's sensory evaluation, even before feeding the baby, impacts overall liking. Optimizing aspects like color could significantly increase the likelihood that mothers rate products positively. Validation tests confirmed the model's ability to understand and predict consumer behavior.

1. Studying consumer drivers with Bayesian Networks Sensometrics meeting – St Catharines, Ontario – July 21st 2008

11. Using the model… to understand the precise role of each driver The experience of the product by the mother, even before the baby eats the product, will impact … Mother sensory evaluation Probability that overall opinion >= 7 1. Overall Liking Probability that health benefits are perceived 2. Also perceived health benefits Mother sensory evaluation

12. Using the model… to understand the combination of drivers PERFORM LOOK STAGE AS A SCREENING PROCESS ! Imagine the mother is not satisfied by the sensory properties. But what happens if the baby seems happy though ? 2. BUT the baby seems happy Probability that overall opinion >= 7 = 9% (+ 6 points only !) + 1. Mother NOT satisfied by the sensory properties - 3% Mother sensory evaluation Probability that overall opinion >= 7

18. THANK YOU FOR YOUR ATTENTION ! Jouffe Lionel Managing Director [email_address] Craignou Fabien Data Mining Department Manager [email_address]