Card Sorting Analysis: One size fits all approach

Just noticed a tutorial on card sorting at CHI.. Here is the description:

“This tutorial will provide researchers with practical guidance and hands-on experience in card sorting and cluster analysis methods and tools…

-What is a card sort and cluster analysis?
-How do I perform a card sort and cluster analysis (tools and methods)?

-What else do I need to know to be able to perform this method in practice?”

My question is – why on earth are they restricting themselves to cluster analysis. Although they do not say so explicitly, I suspect they are probably going to mostly talk about “Hierarchical Cluster Analysis”. This is such a restrictive use of Card-sorting which is capable of being a general purpose user mental modeling technique.

We have used Hierarchical Cluster Analysis, K-means cluster analysis and Multidimensional scaling with great success. Different types of problems require different analysis techniques. Architectural problems might require Hierarchical Cluster Analysis, but I often find such analysis too restrictive and prescriptive (it gives me a structure – take it or leave it). In contrast, I find the results of MultiDimensional Scaling helps more in understanding the domain for an exploratory project.

I really need to put together some examples of visual deliverables for different types of card sort analysis. If only my clients would let me get out of those NDA’s, and let me share some examples!