Multiple Images Data Analysis and Classification in Marketing (MIMADAC)

• Applicant: Dr. Ines Brusch
• Subject Area: Accounting and Finance ; Software Engineering and Programming Languages
• Term: from 2014 to 2020
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 265422577

There is an emerging emphasis in our current society on digital images and they are posted more often on the internet. As a result, a variety of data is generated, which can provide new findings for market research. Despite such promising potential of digital image information as a basis for lifestyle segmentation, the extensive empirical evidence that photographs reflect the activities, interests and opinions of consumers is still outstanding.The aim of the project is to deepen current findings and provide a general methodological approach to the analysis of digital images in the field of lifestyle segmentation. For the realization of the project five research priorities have been set. The first three priorities are going to be processed in the requested 18 months. After successful processing of these priorities, the research project should be extended for further 18 months to complete the other two research areas.Partial steps are exploring other features for the analysis of images at different lifestyle criteria, the investigation of suitable lifestyle areas for analysis by images as well as an empirical verification of the theoretical obtained knowledge. Later on the results are going to be implemented in a current software prototype to provide the results for science and practical application.

• DFG Programme: Research Grants