Attitudes, Behaviors and Product Preferences
Using utilities from conjoint surveys as basis variables is a natural choice for segmenting a population on product preferences. However, we find it necessary to include attitudes or behaviors along with utilities in order to produce meaningful segmentation solutions that are both identifiable and actionable. The inclusion of attitudes and behaviors as basis variables insures that a clear communication message is present for each segment and typically maximizes differences in demographics / firmagraphics across segments.
