I have done a Maxdiff and have now run a Latent class segmentation within Sawtooth.
When I start looking at the 2 segments, there is one group that scores high on all items that are chosen most often (when looking at the average scores for 1 segment), and one group that scores "high" on all items that are chosen less often.
I was wondering whether this is biased: do they just segment together because they choose often/not often chosen items; or are the 2 groups distinct because of the content of the items?
The segment that chooses the items that are chosen less often also shows a very low standard deviation across all items (0.8) compared to the other group (2.5).
This group that chooses the less-important items also keeps existing until I go up to 6 segments.
I guess I'm just wondering if this is a "real" segment based on the content of the items.