Flipkart signs research agreement with FITT

New Delhi: E-commerce major Flipkart on Tuesday said that it signed a Memorandum of Understanding (MoU) with the Foundation for Innovation and Technology Transfer (FITT), the industry interface organisation of the Indian Institute of Technology, Delhi (IIT-D) for joint research on personas to enhance personalised recommendations.

As part of the MoU, Flipkart will offer research grants and market insights to FITT to generate granular, data-backed segments of users linked to different e-commerce categories based on shopping behaviour, demographics, and others.

"Through our collaboration with IIT Delhi, we hope to find a data-driven solution that will enable us to understand our customer's requirements and preferences better thereby, allowing us to elevate the shopping experience by offering persona-based recommendations," Mayur Datar, Chief Data Scientist at Flipkart, said in a statement.

According to the company, the research aims to address the limitations of existing persona creation tools and to learn from a user activity graph that encompasses information about the various personas associated with each user.