1 Lincoln Motor Company Case Study Consumer Segmentation & Content Optimization2 BACKGROUND WE IDENTIFY CONSUMER DEMAND IN A FEW DIFFERENT WAYS. Our platform recognizes if a particular product fills a need, either hedonistic or logistical, based on certain product and/or brand attributes and occasions of use (such as season, time of day, holiday, etc.). We then tie these attributes and occasions to consumer perceptions, both sensory and emotive. We collect and organize all of these into industry themes: insights and ideas that we can track over time. In addition, we segment consumers in a number of ways using our machine learning platform. Oculus360 analyzes how things are said by consumers, using psychoanalytics and psycholinguistics. We look at the Big 5 personality traits an

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