Step 3—Identify key patterns of behavior

Once you have mapped the respondents into all the variables, look for the ones that usually appear together. If the same grouping of users appears in six to eight variables, it may already mean a pattern of behavior that will be the basis for one person. When you find you have identified a pattern, look for others.

But beware that some apparent relationships can induce false standards. Realize the relationships that really make sense. For example, there is logic if the standards show that people who buy often often buy in installments.

Identifying the main patterns, give them short, descriptive names, such as the conscious shopper or the compulsive buyer, and so on.