Consumer Science -The Important Stats Basics, 3rd June 2025

The Important Basics – Are my products differentiated in liking by my target consumers? Can I identify product attributes that impact liking?

1300 -1500 hrs: Module C1 – Analysis of Consumer Data: Liking Scale Data – Are my products different in average Liking?

Comparing data distributions, are mean scores detected as different using Analysis of Variance (ANOVA)? Topics covered:

• Data visualisation using histograms – consumer diversity.
• Hedonic liking scores – typical scales
• Typical consumer test designs – monadic and sequential monadic
• Analysis of variance (ANOVA) to test for differences in liking means, monadic and sequential monadic models
• Interpretation of ANOVA tables, precision of means, standard errors and confidence intervals

1530 – 1730hrs: Module C2 – Analysis of Consumer Data: Key Drivers Analysis – what product attributes most impact consumer acceptance?

Measuring and modelling relations between variables, correlation and simple regression. Topics covered:

• Correlation and covariance
• What correlation does and does not measure
• Applications to simple drivers of liking
• Building simple models using linear regression
• Using modelling to identify curvature in relationships
• Multiple regression modelling and limitations

You can choose to attend both parts for the whole session, or either one of the separate parts – timings are given above for each. Please indicate this when you book,

Pre-requisite: familiarity with basic statistics as in Module C01 and C02 (available as pre-recorded on demand sessions only)

Software used: XLSTAT (free 14-day trial version is available from their website here)

This course is a live session, but a recording can also be purchased instead so that the training can be done in your own time (on demand). Please see the ‘Recorded Webinars’ area of the training pages on our website.