Garbage Can Cluster Analysis: A Comparison of Variable Selection Techniques for Mixed Scale Data (2022)

14 Nov 2022 - 1220 hits

Though it's not widely known among segmentation analysts, having too many basis variables can work against the objective of finding well-differentiated segments. We tested three different variable ... Read More

Segmentation: How to Do It Badly and Well (2022)

30 Aug 2022 - 1197 hits

Segmentation helps marketers understand how groups of customers differ with respect to the products, messaging or positioning that appeal to them. Understanding these differences gives marketers ... Read More

Segmentation: Four Common Types of Segmentation (2022)

30 Aug 2022 - 1180 hits

Many discussions of segmentation delve into a red herring topic about kinds of basis variables: should you segment on demographic variables, on psychographic or attitudinal variables, or maybe on ... Read More

Achieving Consensus in Cluster Ensemble Analysis (2009)

29 May 2009 - 2583 hits

Cluster Ensemble Analysis is a relatively new technique to market researchers. The process involves combining existing cluster or segmentation solutions (an ensemble of candidate segmentation ... Read More