We analysed a segmentation of Micro-businesses to determine different tribes of businesses.
The six tribes outlined were generated using Latent Class Analysis. The underlying questions consisted of a dual-statement questions. They included statements touching upon their motivations, identity, aspirations, working style and economic and social wellbeing.
For example, respondents were asked the extent to which they rely on gut instinct versus detailed planning, and the degree to which growth is their first priority versus survival.