“…On the other hand, the so called internal preference mapping only uses consumers' ratings, and it is applied to discover market segments formed by consumers with similar tastes that can be differentiated from other segments (Van Kleef, Van Trijp, and Luning, 2006). The available methods for tackling these problems employ a combination of analysis of variance (ANOVA, see for instance (Lea, Naes, Rodbotten, 1997)), principal component analysis (PCA, see (Ellekjaer, Ilseng, and Naes, 1996)), and regression (McEwan, 1996;Tenenhaus, Pagès, Ambroisine, and Guinot, 2005).…”