You have customers. But how should you categorize them to target sales? How many of such categories exist? To answer these questions, we can use cluster analysis.
You Are Who You Like
Research has shown that we like people similar to ourselves. But does this rule of attraction apply to our liking for fictional characters? Analysis of Star Wars character fans suggests so. Personality scores of Facebook users who had 'liked' Star Wars character pages were aggregated and profiled in this post.