Discusses needs/benefits segmentation in the context of alternative ways to segment markets. Describes the elements most important in the successful design, implementation and strategic use of needs/benefits segmentation. Counters a set of five commonly held myths, with implications for effective management of expectations and use of results.

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By virtue of certain modifications in the Law of Comparative Judgment, equations are developed which (i) permit the construction of a joint scale of individuals and items, as in the case of attitude measurement, directly from their pair-comparison preferences, and (ii) take into account the variable of laterMity which is significant for the construction of group preference scales.

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