Welcome to Research to Revenue, a podcast for marketing research professionals who want to hear from experts, learn about methodologies, stay up to date on industry news and explore new ideas and thinking. In each episode, we will pack in as much value as possible while helping you connect the dots between research and revenue.
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Welcome to Research to Revenue, a podcast for marketing research professionals who want to hear from experts, learn about methodologies, stay up to date on industry news and explore new ideas and thinking. In each episode, we will pack in as much value as possible while helping you connect the dots between research and revenue.
14: Segment Finder: Finding Needs-Based Segments in CBC and MaxDiff Data
Real Research: The Market Research Podcast
44 minutes
1 month ago
14: Segment Finder: Finding Needs-Based Segments in CBC and MaxDiff Data
This episode, originally a webinar, focuses on 'Segment Finder,' a tool designed to identify needs-based segments in CBC (Choice-Based Conjoint) and MaxDiff data. Hosted by Brian Orme and Brian McEwen from Sawtooth Software, the episode covers the importance of market segmentation and the drawbacks of relying solely on mean values. It explains the historical and modern methods of segmentation, including the limitations of traditional rating scales and the advantages of MaxDiff and CBC analyzed through latent class multinomial logistic regression. Practical suggestions for conducting effective segmentation and cleaning data are also discussed. The episode includes a live demonstration of the Segment Finder tool in action, showcasing how it effortlessly segments respondents based on their latent preferences and aids in meaningful data analysis.
Real Research: The Market Research Podcast
Welcome to Research to Revenue, a podcast for marketing research professionals who want to hear from experts, learn about methodologies, stay up to date on industry news and explore new ideas and thinking. In each episode, we will pack in as much value as possible while helping you connect the dots between research and revenue.
