Customer Profiling Research


A Customer Profile is also known as Customer Persona or Avatars.

Basically, a Customer Profile is a description of a customer or set of customers that includes demographic, geographic, and psychographic characteristics, as well as buying patterns, creditworthiness, and purchase history.


It helps businesses to make important decisions by tracking customer information, such as trends, demographics, and psychological graphics. It is much easier to attract more customers when you actually know about your current customers. With competition for customers increasing every day, it is one of the simple ways to have a competitive advantage.

  1. Describe your Customers
    The first step you should take in assembling your customer persona is to create broad descriptions of each ideal customer. Understand who your ideal customer is and what similarities they have. Define and group your customers with the following criteria
    Demographics – Involves their age, gender, income, etc.
    » Psycho-graphics – Involves their personality type, preferences, etc.
    » Behavior – Involves similar likes and dislikes, sports, hobbies, etc.
    » Characteristics can also be grouped as – Number of employees, revenue, geographic scope, type of business, decision-making, and budget.
  2. Locate your Customers
    The next step would be to locate your customers. So, find the places, that your customers are attracted to, whether a physical location or cyberspace where they gather. You could indirectly keep a track of them by finding the answers to these following questions –
    » What websites will this customer frequently visit?
    » What are the likely search terms they will use?
    » Where do they hang out? Which locality?
    » What blogs do they read?
    » What sort of content appeals to them the most?
  3. Understand their Purchasing Process
    After locating your customer and their interests, the next step is to realize their tactics of purchasing. So, review the needs and benefits that make your customers keen on purchasing your product or service. Find the answers to these questions –
    » Where do they begin their research?
    » What is their problem or need?
    » What are the benefits of finding a solution?
    » Do they make purchases by impulse?
    » Do they seek out referrals?
    » Will they need approval by a committee before making a purchase
  4. Feedback from Current Customers
    The best way to find out how your products or services work is to ask your current customers. Hence, you must reach out to your current ideal customers to gain additional insight into what made them select your business over other competitors. You could also conduct interviews, formally or informally, and ask them –
    » How did you originally find our company before contacting us?
    » Why did you originally buy from our company?
    » Why do you continue to buy from our company?
    » What do we do that the other competitors didn’t do?
    » What is their greatest hesitation in trying out your offering?
  5. Analyze Complaints
    By getting feedback from current customers, you must not only concentrate on the good but also on the complaints.
    » These complaints basically signify the faults of your product or services.
    » Customer complaints are a terrific resource for pain points. When you think about it, a complaint actually uncovers what your customer is “committed to” or is trying to do but doesn’t succeed.
    » If you uncover complaints about late deliveries, you have customers who have tight time commitments and that is a powerful profiling attribute.
  6. Create Client Profiles
    The final step, of course, is to create the Client Profiles.
    You must create personas that describe specific segments of your current clients. Ensure that the profiles are tangible Ideal Customer Profile Template so that you can envision this person and what would motivate them to find your business.
    » Describe your clients in written profiles, called personas.
    » Create a specific persona for each identifiable client group and name them.
    » Include images of ideal clients, either real or hypothetical individuals.


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