Consumption of fluid milk in the United States has declined in recent years. To increase appeal and meet ever-changing consumer demands, several product features have been introduced to the fluid milk market. As such, it is imperative to assess consumer sentiments from both quantitative and qualitative perspectives to better understand the effect of various product offerings. The objectives of this study were to identify fluid milk consumer segments that were characterized by preference for specific product features and to verify those sentiments using qualitative multivariate analysis (QMA). An adaptive choice-based conjoint survey (n = 719) was designed to explore consumer desires regarding the fat content, package type, shelf life, label claims, and prices of commercial milks. Part-worth utilities from the conjoint task were subsequently clustered, revealing 4 unique consumer segments. Representative consumers from each cluster (n = 18 total) were selected to participate in a 4-wk QMA study, consisting of a home-usage test followed by focus groups and projective mapping. Nine commercial milks representing various pasteurization methods, label claims, and packaging types were used within the study. When analyzed by segment, significant differences in conjoint utilities for specific product features were identified. Overall, price was the largest differentiator of segments, followed by fat content, shelf life, and milk designation. Several of the segmental differences were confirmed in the QMA study, with sentiments regarding price and milk type (i.e., conventional, organic, local) consistent between conjoint survey and QMA for each consumer group. Within the projective mapping exercise, intrinsic sensory properties, price, and quality perception were the primary differentiators for fluid milks. Comments from QMA journal entries and focus groups revealed that consumer segments with preferences for nonconventional milk types were primarily motivated by the belief that organic, local, or pasture-raised milks were superior in sensory quality and congruent with personal values. Overall, QMA was an effective means for verifying conjoint-derived consumer groups and provided a contextual support for conjoint insights. Joint conclusions drawn from the components of this study may serve to guide marketing campaigns and new product development for fluid milk processors.