Clustering and Customer Personas

Question 1

A fictionalized description of the average or typical customer within a
segment based on real data

Answer 1

Customer Personas

Question 2

Using a persona ensures that everyone making
decisions has a ___ ___ of the consumer as a person

Answer 2

shared understanding

Question 3

Statistical method to group respondents together based on how
similar their responses or behavior is

Answer 3

Cluster Analysis

Question 4

K-Means Clustering =
* a clustering algorithm designed to partition un-labelled data into a certain # (K) of
distinct groups
* finds observations that share important characteristics and classifies them together
into clusters
* the code does NOT preset a specific number of clusters (K) → it runs through 0 to 10
* estimates the best number of clusters based on the best fit to the data