Do you know your customers?

Customer analysis is a key part of any successful marketing plan, as well as for your overall business plan.

It is essential for developing and guiding the voice, tone and message of your overall marketing campaign. Whether it is copy and imagery on an ad, or an information page on your website describing a product and its benefits, the better an idea you have of your customer persona, the better able you will be to tell them what they want to hear.

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Your customer analysis should answer these key questions:

Who – who are our present and potential customers?

What – what do our present and  potential customers do with our products?

Where – where do our present and  potential customers buy our products?

When – when do our present and  potential customers buy our products?

Why – why do our present customers and  potential customers buy our products? Or – why don’t they?

Details like age, gender, location and demographics are all important, but so are their interests and other brands they like – especially any that are in the same market sector as your own.


Some of the main points to look at are:

Demographic: Attributes related to age, city or region of residence, gender, race and ethnicity, and composition of household – wether they are single, living alone, or have children.

Socioeconomic: Attributes related to household income, level of educational, occupation, area they live in and association memberships.

Brand affinity / Product usage: What do the brands they already buy and products they use say about them? Do they prefer well-known brands, or are they happy with the cheaper, shops own version for example.


Psychographics: Traits related to lifestyles, life stage, personality, attitudes, opinion, and even voting behaviour.

Generation:  This is related to a specific identifiable generation group such as “millennials”.

Geography: Attributes related to the geographical area in which they live and work.

Benefits Sought:  What benefits do they look for when they shop for products and services?

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By getting information from potential customers, you can start to get a clear picture of likes, dislikes, and buying behaviours.

Once you have put your customers into different market segments, you can then look at developing customer profiles. Profiles that describe specific segments will allow you to envision a person interested in your product and give you a better understanding of what would motivate them to find your business and buy from you.