When analyzing data in market research, we cannot expect to be able to examine every individual respondent separately. While each individual detail of research is important, it can become tedious and too time-consuming to evaluate hundreds and even thousands of distinctive cases of data at the same time. However, there is a method of segmentation that allows us to analyze this information without oversimplifying it, but at a level that is easier to process.  Enter cluster analysis - an approach used in market research that allows researchers to identify and define patterns in data that had not been apparent before but could give significant meaning to the data once discovered.

Consumers today have more information, options, and input in how and where they spend their money than ever before - and retaining their loyalty can prove to be a difficult challenge. Marketers are finding that consumers are growing more promiscuous with their brand choices, and the reasons aren’t limited to just one cause. Consumers are brand switching at higher numbers in order to suit their needs and brands must reevaluate the changing territory of consumer loyalty and how to maintain it, especially in light of current market disruptions. In order to overcome these disruptions and loss of loyalty, brands must be willing to uncover and understand the reasons why consumers have become less loyal.

Accomplishments are not bound to any age and the steady rise in adult learning enrollment has been a witness. Many non-traditional higher education schools are starting to create new opportunities that can expand learning for adults and help them maximize their talents in any area of their interest. However, for non-traditional schools to increase adult enrollment, factors that are important when aspiring students are considering a college or university for an undergraduate degree must be examined as well as the competition with other non-traditional and traditional schools. With the landscape of education changing due to COVID, how is this demand driving adult learning enrollment?