AI-Driven SEM for scale and efficiency: Finding the consumption drivers in CPG using social media data and structural equation models

Luigi Garella, Arianna Bertolino, Mario Coletti and Irene Donato

Nextatlas, the data-driven research platform, used social media data and structural equation models to find consumption drivers in CPG in the US.

Abstract

Structural equation modelling (SEM) and its set of methodologies has been in use in the social sciences since the 1970s, as a means to analyse the structural relationships between some measured variables and latent constructs, beyond the most obvious cause-effect relationships. In time, it has become an industrial tool applied to confirming research results, developing new or existing products and explaining a certain phenomenon. Until now, it has been a way to organise and extract meaning from surveys and questionnaires: entailing analysis on limited data-sets and prompted reactions to fixed questionnaires, or conditions in a short time-frame. We have...

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