# Ask less - Scale Market Research without Annoying Your Customers

## TL;DR

This paper introduces a Bayesian network-based method to reduce survey questions in market research, enabling scalable customer segmentation without causing customer annoyance.

## Contribution

It presents a novel Bayesian network approach to minimize survey questions while maintaining segmentation accuracy, facilitating large-scale market research.

## Key findings

- Effective reduction of survey questions demonstrated
- Successful segmentation of broadband customers
- Bayesian networks outperform traditional methods

## Abstract

Market research is generally performed by surveying a representative sample of customers with questions that includes contexts such as psycho-graphics, 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.