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Customer Segmentation

Hansa’s meaningful and actionable tool used for segmentation that goes beyond Need, Demographic, Psychographic and Behavioural segmentation

  • Uses LCM (Latent Class Modelling) as its analysis construct to segment consumers. This uses a sophisticated iterative modeling technique, called the Expectation Maximization (EM) algorithm, to specify the segments within the data.
  • LCM can accommodate a variety of variable types, from categorical to continuous and this flexibility enables solutions that can be based on a range of drivers.
  • The model allows for statistical testing and retesting of the model fit to assess the quality of a segmentation scheme, which is not possible with factor/cluster approaches.

Navigator Module of Hansa consists of 5 key steps which finally culminates into a actionable segements

Hansa Research
Hansa Research