diff --git a/lib/scientist/experiment.rb b/lib/scientist/experiment.rb
index f48b339..5720ac4 100644
--- a/lib/scientist/experiment.rb
+++ b/lib/scientist/experiment.rb
@@ -290,6 +290,13 @@ def use(&block)
     try "control", &block
   end
 
+  # Define a block which will determine the cohort of this experiment
+  # when called. The block will be passed a `Scientist::Result` as its
+  # only argument and the cohort will be set on the result.
+  def cohort(&block)
+    @_scientist_determine_cohort = block
+  end
+
   # Whether or not to raise a mismatch error when a mismatch occurs.
   def raise_on_mismatches?
     if raise_on_mismatches.nil?
@@ -316,7 +323,7 @@ def generate_result(name)
     end
 
     control = observations.detect { |o| o.name == name }
-    Scientist::Result.new(self, observations, control)
+    Scientist::Result.new(self, observations, control, @_scientist_determine_cohort)
   end
 
   private
diff --git a/lib/scientist/result.rb b/lib/scientist/result.rb
index 76a4d21..79dc43b 100644
--- a/lib/scientist/result.rb
+++ b/lib/scientist/result.rb
@@ -19,19 +19,33 @@ class Scientist::Result
   # An Array of Observations in execution order.
   attr_reader :observations
 
+  # If the experiment was defined with a cohort block, the cohort this
+  # result has been determined to belong to.
+  attr_reader :cohort
+
   # Internal: Create a new result.
   #
-  # experiment    - the Experiment this result is for
-  # observations: - an Array of Observations, in execution order
-  # control:      - the control Observation
+  # experiment       - the Experiment this result is for
+  # observations:    - an Array of Observations, in execution order
+  # control:         - the control Observation
+  # determine_cohort - An optional callable that is passed the Result to
+  #                    determine its cohort
   #
-  def initialize(experiment, observations = [], control = nil)
+  def initialize(experiment, observations = [], control = nil, determine_cohort = nil)
     @experiment   = experiment
     @observations = observations
     @control      = control
     @candidates   = observations - [control]
     evaluate_candidates
 
+    if determine_cohort
+      begin
+        @cohort = determine_cohort.call(self)
+      rescue StandardError => e
+        experiment.raised :cohort, e
+      end
+    end
+
     freeze
   end
 
diff --git a/test/scientist/experiment_test.rb b/test/scientist/experiment_test.rb
index 12462f6..87240e8 100644
--- a/test/scientist/experiment_test.rb
+++ b/test/scientist/experiment_test.rb
@@ -302,6 +302,46 @@ def @ex.enabled?
     assert_equal "kaboom", exception.message
   end
 
+  describe "cohorts" do
+    it "accepts a cohort config block" do
+      @ex.cohort { "1" }
+    end
+
+    it "assigns a cohort to the result using the provided block" do
+      @ex.context(foo: "bar")
+      @ex.cohort { |res| "foo-#{res.context[:foo]}-#{Math.log10(res.control.value).round}" }
+      @ex.use { 5670 }
+      @ex.try { 5670 }
+
+      @ex.run
+      assert_equal "foo-bar-4", @ex.published_result.cohort
+    end
+
+    it "assigns no cohort if no cohort block passed" do
+      @ex.use { 5670 }
+      @ex.try { 5670 }
+
+      @ex.run
+      assert_nil @ex.published_result.cohort
+    end
+
+    it "rescues errors raised in the cohort determination block" do
+      @ex.use { 5670 }
+      @ex.try { 5670 }
+      @ex.cohort { |res| raise "intentional" }
+
+      @ex.run
+
+      refute_nil @ex.published_result
+      assert_nil @ex.published_result.cohort
+
+      assert_equal 1, @ex.exceptions.size
+      code, exception = @ex.exceptions[0]
+      assert_equal :cohort, code
+      assert_equal "intentional", exception.message
+    end
+  end
+
   describe "#raise_with" do
     it "raises custom error if provided" do
       CustomError = Class.new(Scientist::Experiment::MismatchError)
diff --git a/test/scientist/result_test.rb b/test/scientist/result_test.rb
index c9bc41e..474a851 100644
--- a/test/scientist/result_test.rb
+++ b/test/scientist/result_test.rb
@@ -98,6 +98,17 @@
     assert_equal @experiment.name, result.experiment_name
   end
 
+  it "takes an optional callable to determine cohort" do
+    a = Scientist::Observation.new("a", @experiment) { 1 }
+    b = Scientist::Observation.new("b", @experiment) { 1 }
+
+    result = Scientist::Result.new @experiment, [a, b], a
+    assert_nil result.cohort
+
+    result = Scientist::Result.new @experiment, [a, b], a, ->(res) { "cohort-1" }
+    assert_equal "cohort-1", result.cohort
+  end
+
   it "has the context from an experiment" do
     @experiment.context :foo => :bar
     a = Scientist::Observation.new("a", @experiment) { 1 }