I run an HB analysis to stress that consumers in my research context have highly heterogeneous preferences, i.e. managers should serve their (potential) customers individually. I've seen an interesting post by Sawtooth regarding the issue to account for heterogeneity: https://sawtoothsoftware.com/forum/10485/heterogeneity-in-cbc-hb?show=10485#q10485
However, when thinking about standard deviations (SD), I am not sure how to use them within CBC/HB to represent heterogeneity. I guess you can only compare the SD among one attribute slthough one looks at zero centered diffs, don't you? If so, what is the "reference value" one compares to?
Since the heterogeneity of preferences is the one of the main topics of my academic research, it would be great to get some further advice for looking at certain values, computing and representing them. It would be great to hear from you soon.
Best regards! :-)