area value segment northern suburbs socially aware eastern suburbs visible achievement southern suburbs real conservatism western suburbs young optimism B u s i n e s s F i n a n c e

area value segment northern suburbs socially aware eastern suburbs visible achievement southern suburbs real conservatism western suburbs young optimism B u s i n e s s F i n a n c e

The third assignment aims to develop your understanding of customer profiling based on demographics and psychographics frameworks, as well as analytics skills in data collection and text mining. The assignment comprises two independent tasks.

First task is to design a data collection methodology that addresses business expectations for each customer segment outlined in the case study. Second task is to use text analytics in R programming to synthesise a text corpora of MBTI personality types.

Task 01

Following an impressive demonstration of descriptive analytics capabilities, Domainsights, the recently formed real estate buyer’s advocacy firm, has approached you again, this time to improve their understanding of potential customer segments and their expectations. To this end, they have conducted an initial demographic analysis and superimposed Roy Morgan value segments™ on analysis findings, which uncovered following direct demographic mappings.


Value segment

Northern suburbs

Socially aware

Eastern suburbs

Visible achievement

Southern suburbs

Real conservatism

Western suburbs

Young optimism

As the next phase of the project, they want to understand service expectations of this diverse clientele from different parts of Melbourne. You have been consulted to develop a data collection methodology for this phase.

Roy Morgan value segments™

Demographic analysis (or demographic segmentation), also known as population analysis is frequently used in business analytics to better understand the current and potential client base. Demographic analysis focuses on factual circumstances of the customer, such as age, gender, income, education, ethnicity etc. Demographics can be segmented into several markets to help an organization target its consumers more accurately. With this type of segmentation, an organization can categorize the needs of consumers and attempt to develop targeted business strategies.

Psychographic analysis (or lifestyle analysis) is another technique in customer analytics where instead of factual information the focus is on interests, activities and opinions of the current and target customers. Psychographics attempts to classify customer sentiments towards products, based on general customer values and beliefs, what products are needed, why they are needed and how they choose what they purchase.

Roy Morgan Values Segments – devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network, are presented as “an innovative system of market segmentation that goes beyond demographics and psychographics to explore the values, mindsets and attitudes that motivate consumer behaviour”. Roy Morgan Research is a Melbourne based market research and consultancy firm. The value segments are publicly accessible from their website –

Text data

The compressed folder “” contains 16 files for the 16 types. Each file contains online forum discussions categorised by the individual’s MBTI classification. For instance, INFJ.txt contains comments, opinions contributed by individuals classified as INFJ type.

What you are required to do:

  • Develop an understanding of the 16 MBTI types (and perhaps even your own type).
  • Apply text analytics techniques (learned in class) to pre-process and analyse the text corpora.
  • Similar to assignment 02, formulate a structured, commented R script for this exercise.
  • Interpret your findings and determine if there is an association between the text analytics outcomes and the theoretical basis of MBTI.

Report guidelines

  • Choose a fitting sequence of sections/topics for the body of the report. Two sections for the two tasks are essential, you may add other sections deemed relevant.
  • Page limit: 6-10 pages.
  • Reports should be written in Microsoft Word (font size 11) and ONLY submitted as a Word file.
  • Submit the complete R script (*.R file) for task 02.

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