Identifying customer groupings

The developed questionnaire containing the final shortlist of relevant attitude statements is administered to a statistically significant representative sample. The statistical technique of cluster analysis is then applied to the results, and this will identify subgroups of consumers with shared attitudes in the marketplace. Psychographic analysis indicates target groups in the market, and may suggest new products that would appeal to them. Alternatively, it can suggest which appeals would be most attractive to different groups in the market.

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