The Magical Body Mirror: Linking personality, clothing preference and nonverbal cues to understand decision-making

Alejandro Salgado-Montejo, Ana María Moreno, Rodrigo Salgado, Daniela Greiffenstein and Jorge Alvarado

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Highlights

  • Problem: Is there a fast and easy way to segment consumers in most contexts and across categories?
  • Solution:Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards brands...

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