Searching for latent class segments in technological services

The focus in this article is on uncovering segments that describe mobile phone users and on investigating the nature of these segments to get some relevant information. We use a phased approach to reach this objective. First, two segmentation bases have been compared in order to select the best variables for the identification of groups. This is done using a latent class modelling approach. Second, two different segmentation techniques are examined looking for the best model fit. Finally, the model that achieves the best results is applied to the most significant segmentation variables with the purpose of uncovering segments that describe mobile phone users.