Buyer similarity measures in conjoint analysis: Some alternative proposals

In the commercial application of conjoint analysis, it is not unusual to compute pairwise similarity measures for buyers based on their commonality across part-worth utilities. The resulting similarity matrix may then be processed by various clustering techniques. This paper considers other ways to measure buyer similarity in conjoint analysis and compares the resulting measures to the traditional use of part-worth commonalities. An empirical example is used to illustrate the approaches and compare their results.