Segmentation and Clustering in Agrifood Research: Methodological Approaches and Research Implications

1. Introduction to Segmentation and Clustering Approaches in the Agrifood Context

   - Overview of agrifood systems and their socio-economic dimensions.
   - The role of segmentation and clustering in understanding heterogeneous populations.
   - Objectives and expected learning outcomes of the seminar.


2. Emerging Trends in Food Consumption and Behaviour

   - Current patterns and drivers of food choice and consumption.
   - The influence of health, sustainability, and ethical considerations on behaviour.
   - How societal and behavioural trends inform both policy and market strategies.


3. Tools and Methods for Data Collection and Elaboration

   - Overview of methodological approaches: qualitative and quantitative techniques.
   - Data collection methods: focus groups, surveys, experimental, and behavioural data.
   - Introduction to statistical and computational methods (factor analysis, cluster analysis).
   - Practical demonstration using R for segmentation and clustering analysis.


4. Research Implications

   - Review of recent research developments in consumer and household segmentation.
   - Discussion on segmentation informs policy design, sustainability programs, and strategic interventions.
   - Interactive session: identifying and interpreting clusters from real or simulated datasets.