abstract
- The design of new products for consumer markets has undergone a major transformation over the last 50 years. Traditionally, inventors would create a new product that they thought might address a perceived need of consumers. Such products tended to be developed to meet the inventors own perception and not necessarily that of consumers. The social consequence of a top-down approach to product development has been a large failure rate in new product introduction. By surveying potential customers, a refined target is created that guides developers and reduces the failure rate. Today, however, the proliferation of products and the emergence of consumer choice has resulted in the identification of segments within the market. Understanding your target market typically involves conducting a product category assessment, where 12 to 30 commercial products are tested with consumers to create a preference map. Every consumer gets to test every product in a complete-block design; however, many classes of products do not lend themselves to such approaches because only a few samples can be evaluated before `fatigue' sets in. We consider an analysis of incomplete balanced-incomplete-block data on 12 different types of white bread. A latent Gaussian mixture model is used for this analysis, with a partial expectation-maximization (PEM) algorithm developed for parameter estimation. This PEM algorithm circumvents the need for a traditional E-step, by performing a partial E-step that reduces the Kullback-Leibler divergence between the conditional distribution of the missing data and the distribution of the missing data given the observed data. The results of the white bread analysis are discussed and some mathematical details are given in an appendix.