Research Topics:

Concept Research | Decision Research Consultation

Industry/Market Focus:

Consumers

Content Type:

Glossary

AID (Automatic Interaction Detector) Definition

A method of multivariate analysis often used in market segmentation studies.

What is automatic interaction detector?

Automatic interaction detector (AID) is a type of decision-tree algorithm. It works by splitting data into subgroups (segments) based on the predictor variables that best explain differences in the dependent variable (e.g., purchase likelihood, satisfaction, brand choice). It’s called “automatic” because the program looks for the most significant splits without the researcher having to pre-specify interactions. In practice, it’s like a machine-driven version of “20 questions”: the algorithm keeps dividing respondents into more homogeneous groups until no meaningful splits remain.

Why is automatic interaction detector important to marketing researchers?

It automates the discovery of meaningful segments and patterns in consumer data. It reveals hidden interactions that drive behavior. It provides an intuitive decision-tree output that guides targeting, media planning, and strategy.