Sneakers Segmentation

When I arrived in San Francisco, I noticed that many people wore sneakers, and they weren't all jogging, some wore them for fashion, some for comfort, or so it seemed. The subject needed further investigation for a segmentation. I approached the task by defining all the features of sneakers, and based on those features and a dozen interviews, I was able to determine 5 categories of people. 


Use the controls to browse through the different segments.