---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-238.html"
title: "Benefit Segmentation Paradox"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 238
---

# Benefit Segmentation Paradox

*When segmenting by expected benefit, one must clearly distinguish between two types of variables:*

When segmenting by expected benefit, one must clearly distinguish between **two types of variables** :

Type (i) · Separating

### Discriminating variables

Important for separating the sample into **internally homogeneous segments** .

Type (ii) · Understanding

### Driver variables

Important because they represent the **benefit or characteristics** that respondents demand most within each segment.

It is tempting to assume that the two are the same. **Sometimes yes — but most of the time not:** The "drivers" often do not vary between segments at all and have no discriminating power (e.g. price, quality).

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*Slide 238 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*