Abstract: A method and apparatus may segment a business' customer base and determine one or more business behaviors toward customers based on the segmentation. For example, the method and apparatus may communicate a survey to a plurality of customers including at least one needs-based question and at least one demographics question. The method and apparatus may also group received survey data into a plurality of segments. Using sets of received survey data, the method and apparatus may also classify each of the plurality of customers into a segments based on the received numerical values. The numerical values for each customer data set may correspond to one of the plurality of segments. The method and apparatus may then determine one or more needs of each customer based on the segment and a customer data set and determine a prerequisite business behavior for each segment based on the determined needs of each customer.