I'm working on a report of a dataset that includes 1000 consumers. We have asked them about their knowledge on a certain topic, and I would love to create some persona's to refer to in the report. Its about sustainability, so for example the 'super sustainable' persona and the 'i dont care about sustainability' persona.
I read about several methods on clustering, and unsupervised machine learning caught my attention - specifically the elbow method. However, I did not find any documentation on how to do this in R. I'm not super experienced in R, and Chat GPT only confused me
Is there anyone who could help me with this, or do you have any how-to's available? Also please let me know if there is more information necessary on this topic.
Just a point on terminology: "unsupervised machine learning" is typically a synonym of "clustering", and "the elbow method", that depends on the context but it's typically about choosing a number of cluster based on some metric, within a clustering method.
That is a big question, there are many many clustering methods (and many many R packages available for that). Some methods work better than others for each dataset. A good starting point may be k-means and hierarchical clustering, that are commonly used on many type of data. There is a lot available on the web, for example this book chapter gives theoretical explanations and code.
