This is the structure that the jupyter notebook follows
1. Setup
2. Read in the data
3. Scale the data
4. Consider the clustering algorithms and the number of clusters
5. Cluster the data using 2 clusters
6. Analyse these 2 clusters
7. Re-consider the clustering algorithms and the number of clusters (excluding cluster 2)
8. Re-cluster the data using 5 clusters
9. Principal Component Analyse
10. Plot the 5 clusters using the PCA axes
11. Analyse these 5 clusters