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Soft clustering (or fuzzy clustering) is a probabilistic approach where each data point or document is assigned a probability of belonging to multiple segments or topics. This approach reflects the likelihood of association with each segment, capturing the nuance present in natural language.
Soft clustering is recommended when customer behavior overlaps between segments, or when probabilistic insights are needed to create tailored campaigns and identify multi-segment opportunities, such as cross-sell possibilities. BERTopic is explicitly classified as a Soft/Fuzzy Clustering model, enabling documents to be assigned to multiple topics or near topic boundaries.
