One of the most important aspects of creating an effective marketing strategy is understanding your whether your customers are fairly homogeneous, and thus can be treated similarly, or whether there are identifiable groups of customers which behave similarly to each other but differently to other groups of customers. This process of customer segmentation is key to creating appropriate products, services and marketing communication campaigns. Using a combination of quantitative research (face-to-face, telephonic or online) and qualitative research techniques (focus groups and in-depth interviews) with the your customers, BMI-T is able to identify who your customers are, and how their needs differ from one another. BMI-TechKnowledge uses a combination of cluster analysis techniques, with traditional segmentation analysis to understand and how many identifiable segments there are, to what extent customers differ.