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Conjoint / Discrete Choice In Segmentation

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Anderson Analytics has been asked more and more lately to conduct conjoint/discrete choice segmentation studies. It’s usually for more commodity or B-B type clients. They seem especially popular among companies that are more tech/engineering driven. These clients seem obsessed with the idea that they need a market share simulator.

While I like different types of conjoint, and sometimes they do have a place even in a segmentation, often times I think you can sacrifice valuable space with a conjoint in a segmentation which you could use for other things.

Wondering what others think about this as well?

Tom H. C. Anderson – Anderson Analytics

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