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Machine Learning: When Primary Research Becomes Secondary
Presenters: Kristyn Corrigan, Principal, Applied Marketing Science, Inc.

Machine learning techniques have been widely discussed in the market research community, but so far with only limited practical results. There remain many questions about how to use machine learning techniques and for what applications. However, new research at the MIT Sloan School of Management has now shown that computers can quickly replicate some of the most laborious tasks for human beings at extracting customer needs and insights from a wide variety of textual sources such as reviews, discussion boards, and customer verbatims. This presentation will demonstrate a practical application of Machine Learning for customer needs identification.