This is a map based on a national sample of Walmart grocery customers (most buy other stuff too). The two dimensions are latent constructs, funtional and personal, that are proven predictors of key behaviors - e.g. share of wallet, share of visits, store brand purchase. The customers are mapped into this space using a clustering technique with the size of the circle representing the proportion of each group.
The statistics about each group are consistent with what Relationship Theory would suggest, those with strong functional and personal connection are your best, most profitable customers.
