Consumer Voice

This chapter reviews several statistical techniques for categorical variables to deal with different issues in the evaluation and optimization of consumer experience. In many cases, product developers wish to evaluate the correlations between purchase intent, consumers, and product features or ways of using products. This is relevant to understanding what it is important to focus on in terms of consumer target, communication, and possible product improvements. In a consumer survey a sample of 157 respondents were randomly selected to evaluate, by means of a questionnaire, their subjective assessments of stain‐removal performance of different detergents on washed fabrics. The binary logistic model finds wide application in chemical and engineering experiments with binary response data of the type success‐failure, in biomedical research with dose‐response data, and in consumer tests where the response is defined as whether or not the consumer gives satisfactory opinions.