Hyundai customer segmentation study

Hyundai were looking for a deeper understanding of their customer base and engaged us in a customer segmentation and clustering exercise across the entire base.


To profile and segment new car buyers across 12 months.

To provide a profile of identified clusters in relation to model purchased, finance used, location, life stage, and history of relationship with the Hyundai brand.


Quantitative self completion segmentation study across 10,000 new car owners, using clustering analysis overlaid with mosaic profiling.


A group of clusters were identified that clearly illustrate various customer typologies. These typologies have provided Hyundai with insight to enable them to develop their communication and CRM strategy. There is also an opportunity for Hyundai to delve into each cluster with qualitative market research to explore brand engagement with respondents.