When you first begin to analyze a data set, it can be challenging to know where to start. Often marketing researchers look at descriptive statistics first, to get a beginning understanding of the data set. After reading the descriptive statistics, marketing researchers will often start to compare subgroups within a data set as their next step. Demographic or behavioural characteristics are often used to identify different subgroups for comparison. If you wanted to begin to identify subgroups based on demographic or behavioural subgroups for the potential launch of a new product, what subgroups might you be interested in looking at first? What are the implications of identifying too few or too many subgroups to analyze?