What is Convergent Cluster & Ensemble Analysis (CCEA)?
Cluster analysis is a way of categorizing a collection of “objects,” such as survey respondents, into groups or “clusters.” Markets may be composed of distinct segments, consisting of customers who have different needs and desires, and who want products with different capabilities. Cluster analysis, widely used within marketing research for the past 25 years, can be especially helpful in identifying potential market segments. Ensemble Analysis is a newer approach that leverages multiple cluster solutions (an ensemble of potential solutions) to find an even better, “consensus” solution. Cluster/Ensemble analysis lets you see whether survey respondents “cluster” naturally into identifiable groups. You can use product preferences, desired benefits, usage habits, product requirements, or other variables to explore the underlying structure of your market. Once identified, clusters can be characterized in terms of demographic or lifestyle variables, product consumption, company size, SIC cod
