UMAMI: Understanding Mindsets Across Markets, Internationally

In connection to this challenge session “5C: Comprehending Consumers: Computing Complexity of Cultures”, I introduce a new initiative a so called “UMAMI: Understanding Mindsets Across Markets, Internationally”, a four-year project funded by the Danish government. The project combines the existing secondary data such as World Value Survey and European Social Survey, primary data collected via quantitative surveys measuring constructs used in the marketing and tourism sciences, and data available from the Danish tourism industries. The project further employs machine learning technologies for segmenting consumers and predicting segment-specific tourist behaviors. This presentation introduces the objectives and the structure of this four-year project for understanding mindsets of consumers across markets.