What is the difference between basis (segmentation) variables and descriptor (discrimination) variables?

Segmentation variables measure those factors that are central in determining the similarity between two respondents.

Those variables serve as the basis for segmentation and are often called basis variables. They might include customer’s needs, wants, expectations, or preferences.

Discriminant variables, also called descriptors, are variables that can describe the segments formed based on the segmentation variables.

These include demographic variables, such as educational level, gender, income, media consumption, and the like. In a good segmentation, knowledge of the descriptor or discriminant variables can predict the respondents’ segment (as calculated from the basis variables).