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Among the tools that can be used to support the new service development (NSD) process, the Conjoint Analysis (CA) is the favourite statistical methodology to find out the service attributes most valuable to customers and, thus, ensure customer satisfaction. However, one of the most critical aspects that too often flaws CA results is how to effectively segment the sample to design the optimal service according to the characteristics of each segment. Aim of this paper is to present and test an innovative CA approach - named Double CA - which overcomes this weakness. Basically, this is made possible through the design and administration of two different CA surveys at the same time. The first analysis is targeting the general characteristics of the service and allows to identify user clusters, while the second one is focusing the specific features of the new designed service for each segment. The applicability of the new approach has been tested and validated during an NSD case study of an health care organisation.