We experimented with different keyword list sizes but obtained the best results with rather few and therefore precise keywords.
we used the following number of keywords for the individual milieus: • Action Sportsman: 3 • Young Performer: 4 • Hedonist: 7 • Conservative Youth: 4 • Progressive Postmodern Youth: 6 In order to provide a gold standard, three professional marketers from different youth marketing companies annotated independently the best matching youth milieus for every contest answer.