Segmentation of a customer base into groups who share similar behaviours or characteristics can prove exceedingly valuable. Understanding why people belong to each segment is a more difficult task, but one that can produce great insight into how to move customers from a negative to a more preferred behavioural segment.

This project actually considered an attitudinal segmentation of a company's own employees. By applying statistical techniques to information collected by survey from employees it was possible to identify what the key emotional triggers were that related to employees falling into particular segments.

This analysis provided the company with a clear insight into how to improve their relationship with their employees.