The book "Potential Customer Segmentation" by Edi Kiviniemi examines the potential customer segmentation of Finnish students in Estonia concerning the ferry companies operating between Tallinn and Helsinki. It analyzes whether this group can be considered a target market for the ferry operators. The study highlights the travel habits and customer loyalty of Finnish students towards the ferry companies and seeks to answer the central research question: "How can ferry operators between Tallinn and Helsinki adapt their services to meet the needs of students?" The research is based on an online survey distributed via social media and email, consisting of 24 questions covering demographic information as well as aspects of customer loyalty and general travel experiences on the Tallinn-Helsinki route. The results are particularly relevant for the ferry and cruise industry and provide valuable insights into the Tallinn-Helsinki ferry traffic.