"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."

Your answer to this question will give the Morningstar interviewer a glimpse of the type of analytical projects you have worked on and your enthusiasm for them. When describing your project, show some passion for the lessons you drew from it. Also, consider including what action you and the other stakeholders took due to the unexpected results.