In market research, segmentation projects are some of the most rewarding projects. I can particularly remember one such project involving a workshop with more than 50 client staff to present a new segmentation. We had tables littered with props, butcher's paper and markers. The workshop was a great engagement exercise. It enabled connection to the research and formation of their own ideas about the segmentation. I have seen some projects follow segmentation analysis with focus groups. It is amazing to see a room full of 'segment A' and immediately see the contrasts to 'segment B' in the next group.