Hierarchical Cluster Analysis
Used to create decision trees and/or consumer-based market structure.
The technique groups benefits or products together on the basis of similarity. The clustering process begins with a search for the two most similar benefits or products. Once these have been linked together, a new candidate can be joined to this group on the basis of similarity to this group. The clustering process continues until the decision tree or market structure is completed.
A decision tree will identify, prioritize and sequentially link all the elements your customer considers while shopping for your products. Let us help you understand your customers’ critical purchasing thought processes.