This document discusses how advanced statistical analysis techniques like factor analysis, cluster analysis, and CHAID analysis can be used to gain insights from market segmentation data. The analyses were applied to data about cinema-goers to identify 3 distinct segments - Word of Mouth, Critically Acclaimed, and Hollywood. Factor analysis reduced 32 attributes to 4 factors. Cluster analysis grouped individuals into the 3 segments based on these factors. CHAID analysis further profiled each segment by modeling variables to predict outcomes and find typical characteristics of individuals in each segment.