Method and system for building a consumer decision tree in a hierarchical decision tree structure based on in-store behavior analysis

An apparatus for building a consumer decision tree based on in-store purchase behavior analysis by the measurement of a set of consumer behavior metrics, comprising:

• a) at least a means for capturing images that captures a plurality of input images of consumers in a store area,
• b) at least a computer programmed to execute the following steps of:
• processing the plurality of input images in order to analyze the behavior of the consumers,
• measuring decision activities of the consumers tied to product categories based on the behavior analysis,
• creating a plurality of datasets by accumulating the decision activities,
• whereby decision activity is measured based on the actual in-store purchase behavior of the consumers including interaction with products and travel paths to categories, as opposed to using intercepts or panels to develop them, and
• constructing a hierarchical decision tree structure, clustering the consumer behavior data based on the measurement of the decision activities by the consumers, which comprises nodes and edges,
• wherein a node represents in-store purchase behavior of the consumer,
• wherein the number of nodes is predefined, and
• wherein an edge represents the transition of the decision activities.