If Durr were to introduce two new products Servair DX and Premier LX the management team would like to target them in different segments of customers.

Based on the reported preference partworths, run a segmentation analysis. Could you characterize the needs profiles of the segments? In other words, what kind of product does each segment prefer? Note: you can use either hierarchical clustering or kmeans clustering methods. When you choose the number segments, think about how many segments Durr can serve; and whether you can separately target each segment.

Could you characterize what the customers in each segment look like based on the results of the discriminant analysis? Note: you need to run three separate analyses using each type of descriptor data blocks, iIt is Firmographic data, Decision makers data, and Strategy data, one at a time.

Combining the information you learned from part a and b above, could you make the following recommendations to the management team?