We present a statistical methodology for clustering decision makers according to similar choice behavior. We apply a p‐median clustering algorithm that identifies an “exemplar” for each cluster, a decision maker who best represents that cluster. We demonstrate that information about group behavior can be inferred by examining the behavior of each cluster's exemplar. The method is exploratory, providing information about the prevalence of decision strategies without researchers needing to specify candidate strategies a priori. The method is also very general and can be applied to a wide range of decision‐making data structures. We illustrate our method by re‐analyzing two existing choice data sets. Copyright © 2016 John Wiley & Sons, Ltd.