Live Clustering 1-day Masterclass – 29-30th Oct 2025

Spend two half-days discussing clustering with our experienced trainer Anne Hasted. This deep dive looks at more than just the basics of clustering, but starts from the beginning – so is suitable for beginners and those who have done some clustering before. This live session gives you plenty of opportunities to ask Anne the questions you have had for so long!

Day 1: 29th Oct 2025

1300 -1500 hrs: Who wants what? Clustering Consumers using their product liking data

Topics covered:

• Data requirements and pre-processing
• Dealing with order effects and non discriminators.
• The two main techniques Hierarchical Clustering (AHC) and K-Means Clustering explained and compared

1530 – 1730hrs: Improving & understanding your cluster solution to make better decisions. Internal Preference Mapping

Topics covered:

• How good is my cluster solution?
• Identifying non-conformers using simple cluster trimming.
• sing internal preference mapping to visualise the consumer liking space and validate the clusters

Day 2: 20th October 2025

1300 -1500 hrs: Who likes what? Demographic segmentation of product acceptability 

Topics covered:

• Do different demographics like different products?
• Are my liking clusters defined by demographics.
• CHAID analysis

1530 – 1730hrs: Using categorical variables to drive insights using correspondence analysis (CA) mapping

Topics covered:

• How the technique works
• Interpretation of maps – applications to brand attribute associations and cluster visualisation.
• Extension to Multiple Correspondence Analysis and applications

Pre-requisite: familiarity with correlation, variance and covariance  as covered in module C2, and topics covered in statistical refresher module C01 

Software used: XLSTAT (see below)