Segment Finder: Finding Needs-Based Segments in CBC and MaxDiff Data

Come join us for an educational discussion and practical look at one of the most robust segmentation strategies for market research: Latent Class! Those involved in choice modelling love the easy application of the Latent Class segmentation approach. It combines the power of Choice-Based Conjoint and MaxDiff (which both avoid problems seen with standard rating scales) with a clustering-like approach to building “needs-based” segments based on respondent choices.

We’ll illustrate how Latent Class works when applied to choice data, compare it to other segmentation and clustering approaches, and then walk through a demo with Sawtooth’s Discover platform to show you the outputs and how to use the new segment membership variables.

Even if you primarily use Sawtooth’s Lighthouse Studio platform, you’ll learn important principles that you can also apply within Lighthouse Studio (as Lighthouse Studio also supports Latent Class segmentation for CBC and MaxDiff).