Musical Insights - an effective methodology to capture similarity of personality traits

Sanjay Datta and Uttam Sarkar

This article describes a method for classifying and segmenting people according to their liking for music, based on the idea that those with similar music preferences have similar emotional, personality and behavioural traits.

Musical Insights – an effective methodology to capture similarity of personality traits

Sanjay DattaITC Limited, India

Uttam SarkarIndian Institute of Management Calcutta, India

INTRODUCTION

The penetration of information and communication technologies among the masses has its manifestation on emerging market research paradigms in several forms. These include: a) the strengthening of the supposition that customers can be co-creators rather than mere read-only mindsets for market researchers; b) the desire of people to inherently promote interactive collaboration by seeing its value-in-use; and c) surveyors' observations that meaningful respondent cooperation is on the decline in the absence of intrinsic incentives...

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