Abstract:

The present paper can be divided in two parts. The first one will include: - a definition of Segmentation and Typology concepts; - a short description of these techniques; - a positioning of these techniques among the whole of multidimensional analysis techniques. The second one will deal with examples of: - recourse to a segmentation for isolating and describing the public that is the natural target for promotion of the sight account of financial companies; - recourse to a typology to analyse the various structures of requirements or desiderata existing in the market; - recourse to a correspondence analysis for visualisation of the images assigned to various financial companies.