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In this paper we present an analysis of software practitioners' motivations for software process improvement (SPI). Our findings are based on an empirical study of SPI in 13 software companies where we conducted focus groups with nearly 200 software practitioners. Our aim is to better understand how companies can maximise practitioner support for SPI. This insight should help SPI managers establish more effective SPI implementation strategies. In this paper we introduce the use of multidimensional scaling (MDS) in SPI research. MDS is a social science data analysis technique designed to generate a rich visual understanding of human issues. By using MDS we found evidence to suggest distinct clusters of punitive and rewarding SPI motivators. Furthermore our analysis also suggests that different clusters of motivations exist for different staff groups.