How typing tools scale your segmentation
Segmentation groups customers by demographics, usage and purchase behaviour, attitudes and psychographics, and needs, helping you build tailored offerings and messaging with confidence. However, re-applying that segmentation typically requires re-running the full questionnaire every time.
A typing tool solves this by condensing your segmentation into a validated, streamlined classification formula. You can accurately classify new respondents using a short set of the most predictive questions, applying your segmentation at speed and at scale across all future research.
A segmentation typing tool built for your business
Conjointly works with you end-to-end to build a typing tool that accurately segments your audience based on the distinctive characteristics that matter most to your business.
- Frame business objectives: Define key questions and target segments.
- Design & test: Build a dedicated segmentation survey.
- Collect & analyse: Gather respondent data and run cluster analysis.
- Select best fit: Choose the optimal clustering method for your goals.
- Build predictive model: Apply the best-fitting statistical model to generate the optimal classification formula.
- Validate: Test formula accuracy against real data.
- Deliver: Deploy in your preferred format (Excel, script, or external host).
If you only need a typing tool built from your existing segmentation data, Conjointly can work with you to build a validated, easy-to-deploy classification formula tailored to your needs.
How the segments become a typing tool
The process begins by identifying your core segments using cluster analysis methods, such as Gaussian Mixture Models, K-means, Hierarchical Clustering, Latent Class Analysis, or other advanced techniques. Each candidate solution is checked for distinctiveness, statistical fit, and business sense.
Once segments are decided, Conjointly trains a separate predictive model on them, such as discriminant analysis or logistic regression, to identify the most effective set of questions to accurately classify your customers and assign each answer a weight. That weighted formula is what classifies every new respondent from then on.
Put your typing tool to work
Before going live, Conjointly validates the formula against real respondent data to ensure your typing tool is both statistically reliable and ready to implement across your research projects.
Your final typing tool can be delivered as an Excel calculator, as a survey script with calculated variables hosted directly on Conjointly, or as an external integration. You can reuse it across future studies whenever you need to classify respondents into your target segments.
An example typing tool for environmental attitudes
The following typing tool was created as an example of how to apply typing tools on Conjointly. Rate your agreement with each statement on a scale from 1 (strongly disagree) to 5 (strongly agree) and discover which environmental consumer type best matches your responses.
| Question | Likert scale answer (1 to 5) | Segment 1: "Uninterested" | Segment 2: "Passively interested" | Segment 3: "Actively interested" |
|---|---|---|---|---|
| Q1: How important do you think it is for citizens to volunteer or donate to protect endangered species? Enter 1-5 | -0.561 × - | 0.045 × - | 2.023 × - | |
| Q2: To what extent do you agree that wildlife conservation should be a priority for governments? Enter 1-5 | -0.352 × - | 2.317 × - | 0.157 × - | |
| Q3: How concerned are you about the impact of human activities on wildlife habitats? Enter 1-5 | -0.660 × - | 0.279 × - | 0.467 × - | |
| Q4: How supportive are you of initiatives to reintroduce native species to their original habitats? Enter 1-5 | -0.559 × - | 0.489 × - | -0.142 × - | |
| Constant | 1 | 9.802 | -0.392 | -0.959 |
| Total segment score | - | - | - | |
See how different segments react to price, features, and messaging
Run conjoint analysis and other advanced product and pricing research alongside your segmentation typing tool. This allows you to model how each customer segment responds to changes in price, features, or messaging, all within the same platform.
Turn your typing tool into ongoing insights
Once developed, your typing tool becomes a reliable way to quickly identify consumer types across research projects, revealing what resonates with each type and helping inform products and messages that truly connect with them.
With Conjointly, you can use your typing tool repeatedly to customise the survey experience, analyse results by consumer type, and create detailed reports. Your typing tool is also available in an easy-to-use Excel format, ready to apply whenever you need segment insights.
Source the exact sample you need swiftly and reliably
Consumer surveys often require a sample of hundreds of consumers from your product category, including current users and potential buyers. With access to millions of survey participants from around the globe, Conjointly provides high-quality sampling options to match your specific needs.
Conjointly has achieved ISO 20252:2019 certification for its sampling services (Annex A), confirming that both fully-managed Predefined panels and automated Self-serve sample meet international standards for market research quality.
Direct access to expert support from researchers
Conjointly prides itself on delivering the highest level of support to ensure the best possible market research experience. Conjointly caters to pricing, insights, and data teams, with an expert always ready to help.
The team has experts based all around the globe, meaning someone is always available to accommodate your time zone, ready to discuss any questions about your experiments or the platform. If in doubt, book a call with a market research expert today.
