Run a segmentation analysis and decide on an appropriate number of segments. Justify your choice. Remember that choosing the $$right$$ number of segments is not always straightforward and depends on several factors, such as statistical criteria, managerial considerations, practical constraints, targetability of the segments, etc.

Tip: Try different segment solutions $($e$.$g$.,2,3,4,5),$ and see which offers the best balance between segment homogeneity, segment distinctiveness, managerial usefulness, and targetability. Remember that, in the context of managerial decision$-$making, statistical criteria are important, but not necessarily paramount.

Question $2$

Create a $$persona$$ for each segment. Each persona should contain at a minimum $(1)$ A segment name; $(2)$ A picture or pictorial representation; $(3)$ A description $($expectations$,$ profiles, highlights, etc.$)$

The description can be a story, a set of charts and summary figures, or $($even better$)$ a combination of both.

Tip: Enginius displays $($in red and green$)$ when some variables are significantly above or below the rest of the population. Color$-$coding highlights departures from the means, not importance in absolute terms. For instance, remember that a segment might have proportionally more international candidates $($departure from the average, indicated by a green indicator$)$ yet still be mostly French $($low average in absolute terms$).$ The same remark applies to segmentation variables.