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A3a Spend a little time analyzing the data provided in the Excel spreadsheet (make some graphs, count frequencies, etc.) and use your insight to help create a simple segmentation scheme based on the bases identified below. Choose the segment with the most “customers” and write a short segment profile based on information about that segment. Exploration (5) 1 Paragraph + 3 Bullets Explore the data and make some general observations. · Make three (3) observations about the data. Simple Segmentation (10) 1 Table + 1 Short Paragraph Explaining your Scheme Create a segmentation scheme and describe the segment bases. Should include a least the following: · One or more psychological variables. i.e., High or Low Materialism · Demographic: Two demographic variables. i.e., Age Cohort and Income · Demographics: FLC · Psychographic: PRIZM or VALS (Choose one) Preset · Pacific NW · MBA Students Profile (10) Descriptive Label + Estimate + Segment Bases/Characteristics and Consumption Habits Choose the segments with the largest number of people (ideally > 1) you created as a result of your segmentation scheme. · Create a descriptive label for your segment. · Estimate the size of the population (in the US) and explain your approach. Things to think about: · Review the clustering of the brands for the segment you selected – do you see if there are commonalities? Does it provide you insight into the segment? · Do some research on the segment base: i.e., What does the Pew Research group say about Gen X, Millennial, etc.? What are the lifestyles of Single I today? Etc. Roll these ideas into your segment profile. ToExcel CustIDNFCHUSVBASCEMVSCSICPSVALS2TapestryPRIZMFLCAGECOHORTGenderLatinxYNLatinXEthnicityEthnicityMINCOMEEMPLOYINDUSTRYOCCUPATIONBrand 1Item 1Brand 2Item 2 Brand 3 Item 3 Brand 4 Item 4 Brand 5 Item 5 Brand 6Item 6 Brand 7 Item 7 Brand 8 Item 8 Brand 9 Item 9 Brand 10 Item 10Brand 11Item 11Brand 12Item 12Brand 13Item 13Brand 14Item 14Brand 15Item 15Brand 16Item 16Brand 17Item 17Brand 18Item 18Brand 19Item 19Brand 20 Item 20 customer013.433.804.004.004.003.755.00Thinkers1B- Professional Pride04- Young DigeratiFull Nest IIIGeneration Y/MillenialMaleNone of theseAsian$150,000 or morePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsProfessional, scientific or technical servicesManagement, professional, and relatedAppleIphone LenovoIntel Core i5 based laptopLundbergOrganic short grain brown rice AttaDeep multi-grain Costco 2% kirkland organic milkCostco Kirklandbrown eggsNetflix streaming serviceAmazonPrime membershipNike Running ShoesDovesoapAcura MDX AWD technology and entertainment packageTelsaModel 3LG 70" 4K TVSamsungRefrigerator DanonPlain yogurt Cascade dishwasherAlllaundery detergent Lee jeans AmazonFire Stick 4KMicrosoft Xbox one customer023.144.004.201.832.602.754.50Innovators1D- Savvy Suburbanites29- White Picket FencesChildless CoupleGeneration XFemaleNone of theseWhite$150,000 or morePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsProfessional, scientific or technical servicesManagement, professional, and relatedApple Iphone XISPWave Dell XPS 13 laptop Apple Airpods ProAsus 168B+ 2 Travel Moniters Dell43" Ultra HD 4K 2 work/home monitersKeurig K-CaféCoffee MakerAeron Chair by Herman millerDesk Chair Target, Walmart and Fred MeyerGrocery Pick Up services Ray Ban Glasses PhillipsSonicare Diamond Clean Smart 9500Kitchenaid Multidoor Refrigerator Samsungwasher and dryer with app/wirelessLego Creator/Expert/Architect series and all modularsZipsnip Glass cutters CRL Revolution XTglass sawGlastar G14 Diamond grinderglass grinder Nordic Track RowerAmazon prime membershipSamsung QLED TV customer033.431.003.401.002.803.754.50Innovators11B- Young and Restless22- Middleburg ManagersYoung CoupleGeneration Y/MillenialMaleNone of theseWhite$150,000 or morePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsFinance or insuranceServiceApple Iphone X Frontier FIOSHonda2016 Honda CR-V EX-L Costco Fuelamazon prime membershipApple Macbook ProLA FitnessGym Membership Lems Mesa Coastal ShoeSmasung 65" Q90 OLED TVNetflixstreaming service Theragun G3 Phillips Sonicare FlexCare Whitening Edition toothbrushCrest 3D whitening toothpaste Perch Hoyt SectionalForest GreenBeats Studio 3 headphones Cutler Nutrition supplementationNeutrogenaRainbathWilcox Family Farms Omega 3 free range eggs Great NotionBig PapayaMountain Hardwear Super/DS stretchdown hooded down jacket customer043.292.403.601.833.403.254.00Innovators2D- Enterprising Professionals34- Young and InfluentialYoung CoupleGeneration Y/MillenialMaleNone of theseWhite$100,000 to $149,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsManufacturingSales and officeApple Iphone XHuluStreaming service Apple Airpods Nike Nike Free Tennis shoes Acura 1998 Acura Cl MSIGS65 LaptopNetflix streaming serviceYoutube Streaming service Riot Games League of legends Microsoft Xbox one PEScienceVegan Protein Puma Sweatpants Mighty pawDog leash Amazon Prime membershipChipotle Bowl Reddit NBACostco membershipYeti20 oz Tumblers Samsung TVPortland Trail Blazersn/a customer053.142.603.802.334.203.755.00Experiencers13A- International Marketplace31- Connected BohemiansYoung CoupleGeneration Y/MillenialMaleNone of theseWhite$60,000 to $69,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsProfessional, scientific or technical servicesSales and officeApple Iphone X Honda 2016 Black honda civic ex Apple Macbook pro Optifreecontact solution Microsoft Xbox one Netflix Streaming service Amazon prime subscriptionHulu streaming service ESPN streaming service Apple Airpods 24 hour fitness membership Hydroflask waterbottle Trader joes Grocery shopping Costco gas and groceries United airlines flights Chase bank checking account and credit cards Gmail primary email account Instant pot pressure cooker casper queen sized mattress spotify music streaming service customer063.143.603.602.002.803.754.00Innovators3B- Metro Renters31- Connected BohemiansSingle IGeneration Y/MillenialFemaleNone of theseWhite$60,000 to $69,999Local GOVERNMENT employee (city, county, etc.)Professional, scientific or technical servicesGovernmentNetflix Streaming service Apple Iphone Google Gmail, chrome, maps Dell Laptop Comcast xfinity cable Tervis Tumbler Hydroflask water bottle Columbia down jacket Cole Hann Oxfords Adobe InDesign Fitbit Slim Alta HRMazdaMazda 3Delta Airlines flights Bose Noise cancelling headphones Hilton hotel rooms Keen hiking boots REI Day packer backpack Adidas Sambas Tillamook French vanilla yogurt Lotte unsweetened green tea customer073.142.404.203.173.604.003.50Experiencers6A- Green Acres44- Country StrongFull Nest IIGeneration ZFemaleNone of theseWhite$10,000 to $19,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsEducational servicesManagement, professional, and relatedApple Iphone 8sNike nike pro spandex shorts Breg Polar care Kodiak cold therapy unitToyota 2006 Toyota corolla SEnetflix streaming service Apple 2014 Apple MacBook Air Nike 2018 Nike light purple Air Force Shoes Instagram social media Rubiks cube game NFL Walter Payton home jersey Listerine Essential care toothpaste Dove soap TRESemme Botanique Nourish and replenish shampoo and conditioner KC Masterpiece Origin BBQ sauce 40oz Aleve Arthritis 220 mg Pain reliever andfever reducer caplets , 100 count Starbucks Venti Peppermint mocha VIZIO40" Class LED D-series 1080p smart HDTVGoogle Gmail Wells Fargo Online Banking Amazon prime subcription customer083.144.604.205.003.203.002.75Survivors8C- Bright Young Professionals25- Up-and-ComersSingle IIGeneration Y/MillenialFemaleYesAmerican Indian or Alaska NativePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsHealth care or social assistanceServiceApple Iphone XApple Macbook Air Jeep Wrangler Unlimited Ford FusionOakley Pink Aviator sunglasses- Breast cancer edition Harley davidsonn/aFolgers coffeeNinja FoodiTitos VodkaAmazon Amazon prime Skin MedicaHa5Skin MedicaLyteraPaul Mitchell Skinny serumEltaMDSunscreenJane IredaleCosmeticsDialBody washDoTerra Essential oilsNetflix Streaming service n/aBlue Light blocking screen protector n/aBlue light blocking glasses customer093.142.203.002.503.802.504.50Innovators3B- Metro Renters31- Connected BohemiansYoung CoupleGeneration Y/MillenialMaleNone of theseWhite$100,000 to $149,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsHealth care or social assistanceManagement, professional, and relatedXfinityInternet serviceKenmoregas range and ovenMicrosoftXbox OneSamsungS8Toyota1998 4runnerSpotifyMusic appAmazonAmazon primeTillamookIce CreamNetflixMovie streamingSony SpeakerKeurig Coffee MakerHulu Streaming serviceSharpie MarkersYeti mugHydroflask water bottle Brita water pitcherFranz9 grain breadDockers Khaki jeans Marvel socks Disney+Streaming service customer103.142.404.003.173.603.255.00Achievers8B- Emerald City22- Middleburg ManagersFull Nest IGeneration Y/MillenialFemaleYesLatinoOtherMexican American$100,000 to $149,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsForestry, fishing, hunting or agriculture supportManagement, professional, and relatedTrader Joes private label groceries Apple Iphone 7 Gucciprescription glasses Mazda Mazda6 sedanApple MacBook AirMarc Jacobs purseSonicare toothbrushTula skincare line Chirpback rollerLiving ProofShampoo/conditioner/styling products Bare Minerals Makeup foundation Fred Meyers gas stationAmanawasher and dryer FabFitFunquarterly subscriptionIndefinitely Loft clothing service Dysonhair dryerUKTinfared hot padProcleartoric contact lenses Pure water pitcherChewy.comPet food delivery customer113.292.604.003.503.004.003.75Innovators5B- In Style10- Executive SuitesFull Nest IGeneration Y/MillenialFemaleNone of theseWhite$150,000 or morePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsProfessional, scientific or technical servicesManagement, professional, and relatedWarby Parker glasses Google Pixel 3Nalgenewater bottle New Seasons marketEO lotion and bodywash Tom's all products Royal Canin cat food Zoirushi rice maker Shun Chef's knifePottery barnEssentials sheets, Queen, whiteVolkswagon 2019 Volkswagon eGolf-pearlMini Cooper2019 Mini Cooper Countryman S plugin hybridMichael Kors Purse- black satchelLenovo laptop for workHerschel laptop backpackHP Spectre Notebook- for school and personal use Sorel boots North Face Rain Jacket, black Shinola Watch, birdy with white face Shiseidoface cream customer123.572.003.401.833.404.004.50Innovators1D- Savvy Suburbanites07- Money and BrainsChildless CoupleGeneration XMaleNone of theseWhite$150,000 or morePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsManagement of companies or enterprisesManagement, professional, and relatedHonda 2019 Honda CB650R Motorcycle, RedToyota 2017 Toyota Tundra Extended cab, Inferno color Apple 2019 13" Macbook Pro with touchbar Desert Fox 2017 Desert Fox 30 Ft Travel Trailer RV (toy hauler) Apple Ipad Pro, Space Grey, 12.9 inch REICoOp Mountain Bike n/a King size bed and mattressLazy BoyLeather chair with vibration and heat Apple Iphone X Traeger Smoker n/aGas GrillWhirlpool Duel washer and dryer setApple watch series 4 Craftsmanrolling tool chest Whirlpool Self clean water dispenserDanner Trail Hiking shoes Amazon prime membershipHydroflask 20 oz water bottle Colgate total whitening toothpaste Military Grade Coffee customer132.862.803.202.503.003.254.00Thinkers4A- Soccer Moms22- Middleburg ManagersFull Nest IGeneration Y/MillenialFemaleNone of theseWhite$150,000 or morePRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsOther services (except public administration)Management, professional, and relatedApple Iphone XR Comcast high speed internetCrest 3D white toothpaste SonicareDiamond Clean toothbrush Infiniti2015 Diamond Slate Infiniti QX60 SUVAmazon Prime membership Walmartonline order grocery pickup service Apple iwatch series 4 white Amazon Kindle paperwhite Nike Air zoom pegasus 36-black/thunder grey/white Microsoft office suite Madewell 10 inch high rise skinny jeans Morrocan OilMoisturizing shampoo/conditioner Madewelltransport totYeti20 oz tumber coffee mug Honest company Shampoo and conditioner for kidsDisney+streaming service PotterybarnPearce Roll-Arm sofa and love seatSpotifymusic streaming serviceMoleskine Classic notebook-ruled customer143.433.804.602.003.804.003.75Innovators11D- Set to Impress25- Up-and-ComersSingle IIGeneration XFemaleNone of theseWhite$80,000 to $89,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsProfessional, scientific or technical servicesManagement, professional, and relatedChevroletCamaro SSApple Iphone 6SMurray's welsh cheddar cheeseYancy's Smoke Gouda CheeseDr. Reddy LabsTacrolimus Redken Anti-Snap Leave-in conditionerStash Jasmine blossom green teaNutra UltraSmall Breed adult dog food Pupperoni jerky sticks Jockeylounge pants Liz Clairborne Petite Career Wear a.n.aPetite Dress pants Clarks Shoes -most pairs SpeedoEndurance swimsuitDolfinUglie SwimsuitDyson Upright Stick VacuumTexas Instruments TI-84 Calculatertidy cats lightweight cat litterproctor silextoasterBob's Redmill Popcorn customer153.294.603.002.833.404.004.25Innovators8B- Emerald City21- The CosmopolitansChildless CoupleGeneration XMaleNone of theseWhite$100,000 to $149,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsProfessional, scientific or technical servicesManagement, professional, and relatedBaer amplificationML212 700 watt bass cabinet Honda Shadow Aero 750cc Motorcycle, white pearl Lakland DJ4 Jazz Bass, white pearl with maple neck Kershaw Knockout pocketknife , olive drab with blackwash blade ADA Cube Garden Low iron Ultra-high clarity aquarium Spaceman Effects Mercury IV Germanium Harmonic boost pedal Harley davidson Waterproof motorcycle boots, flat black Shimano Clarus graphite fishing rod SWR power 750 'one horsepower' power amp Lenovo Yoga 730 LaptopKestrel Carbon fiber mountain bike, black and green Fender Stratocaster electric guitar, olympic white with tortoise shell pickguard/ maple neck Lodge 12" cast iron skilletApple Iphone 8 Starbucks double shot Beyerdynamic DT250 headphones G&L JBII Fretless Jazz Bass, translucent green with ebony fingerboard Seachem Purigen Macro-porous synthetic polymer Netflix streaming service Apple Ipad 4th generation customer163.431.803.601.333.604.005.00Strivers3B- Metro Renters31- Connected BohemiansSingle IGeneration Y/MillenialMaleYesSpanishWhite$10,000 to $19,999PRIVATE-FOR-PROFIT company, business or individual, for wages, salary or commissionsHealth care or social