Scenario $11\mathrm{.}1.$

Edwin is a manager at Keurig Dr Pepper on the Diet Dr Pepper brand. Each year, his market research colleagues present a thorough analysis of its customers.

Refer to Scenario $11\mathrm{.}1.$ Before Edwin can confirm the next year$$s strategy, he uses this research to ensure that the customers are being divided properly based on shared characteristics. Edwin$$s colleagues are helping him with $\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_.$