“…Since each method conducts a multivariate description of the data, grouping units based on their similarity, "different methods present different views of data" (Leisch, 2006). Unfortunately, as emphasized by many researchers, no absolutely "correct" method to segment exists in the literature (Beane & Ennis, 1987;Dolnicar et al, 2008;Kotler et al, 2010;Tkaczynski & Rundle-Thiele, 2011), since the underlying relationships among units have different structures, depending on data at hand, and the researcher must find the best segmentation method to capture this hidden structure. In addition, the researcher intervenes in different moments of the estimation process, "creating" an ever increasing number of new segmentation methods and giving subjective interpretations of the final results.…”