Molly and Jake are avid travelers. Over the years, the couple has visited many hotel chains and have an opinion about many of them. Fact is, they always complete the survey cards after their stay. But the two of them look for different "important qualities" in a hotel. Molly likes a clean room and attentive staff. While Jake appreciates these, he likes the ones with an adequate workout room and swimming pool. The two of them mention their satisfaction with their respective "Important qualities" when leaving comments on the survey card. It's not odd then that Molly always gets emails emphasizing the level of service from the staff and the clean room, while Jake gets promos that talk about the workout facilities. In this scenario, the hotels are using the data collected from their surveys to segment their promotions by: Psychographics Geographics Loyalty Benefits (Sought) Demographics