"In my experience working with customer profiling projects, analyses usually do not show surprising results, particularly for established brands. However, while conducting one routine analysis, I was able to identify a customer subsegment that had the potential to provide additional value to the company if it was offered the right product and services with a relevant message. It felt as if I struck gold--the opportunity to add value to a subset of an existing customer base through new products and services was invaluable. It was surprising to everyone involved that we could identify a subsegment from this customer base. From there, we began strategizing with product development and brand managers to develop a plan for this new subsegment."