Customers do not define value in the same way. This case study demonstrates how MaxDiff, Latent Class Cluster Analysis, and TURF were integrated to move from overall attribute rankings to four distinct needs-based segments and optimized value propositions for each. Attendees will learn how individual-level preferences uncover hidden market heterogeneity, why the best total-market bundle may not fit every segment, and how segment-level reach analysis translates advanced modelling into practical business positioning and activation decisions.