I have a customer data set to analyze. From this data, I want to identify different customer groups based on their shared motivations.
10 interviews were conducted.
Customer behaviors identified from the interviews were grouped into two categories for each interviewee.
- Group 1 includes 13 behaviors. Each interviewee demonstrates 1-13 behaviors.
- Group 2 includes 10 behaviors. Each interviewee demonstrates 1-10 behaviors.
The behavioral data is binary either present or not present.
I want to identify the clusters of interviewees, with similar behaviors.
I believe the appropriate method to identify these clusters is hierarchical clustering of themultiple binary data points, including presentation in a dendrogram and table.
This is a dry run using sample data to develop and test a repeatable process for analyzing this kknd if data.
Skills & Expertise RequiredCustomer Development
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