Abstract:

The project reported in this paper addresses the drama experienced by a population carved from a fierce process of social exclusion and strives for understanding the individual nature of this populace. Likewise, it provides those responsible for their rehabilitation with the necessary knowledge to increase the likelihood of success in dealing with such a complex challenge. In view of that, a segmentation model of the population of inmates in State of Sao Paulo, Brazil, is described, disclosing techniques, criteria and validation procedures, as well further possible steps to the model, engaged to use the methods of market research to address the solution of social issues.