Context
An e-commerce business wanted to better understand whether customers responded to the same purchase drivers — or whether different groups were motivated by things like discounts, brands, exclusivity, fashion trends, convenience or the feeling of getting a good deal.
Approach
I designed a large quantitative customer survey combining attitudinal statements with socio-demographic information.
I then used factor analysis to identify the underlying dimensions behind the attitudinal statements and reduce them to a smaller number of meaningful factors.
Based on those factors, I ran a cluster analysis to identify distinct shopper segments.
The resulting segments differed not only in what motivated their purchase decisions, but also in characteristics such as age, family status and other demographic patterns.
Key Insight
Outcome
The segmentation provided a more differentiated view of the customer base and created a foundation for more targeted marketing and communication strategies.
Methods
Quantitative Research · Survey Design · Factor Analysis · Cluster Analysis · Customer Segmentation · Marketing Insights