Customer profiling methodologies allows to deepen one of the most important aspects of marketing: to define the ideal customer in five research steps.
#1 To Describe the customers
To define the ideal client and the homogenous clusters of customer, based on the following criteria:
- Demography – their age, gender, income, etc.
- Psychographics – their type of personality, preferences, etc.
- Behavior – their likes and dislikes, sports, hobbies, etc.
#2 To Identify customers
It allows to find places pleasant to customers, physical locations or virtual spaces where they meet.
- Where do they meet?
- What do they read? Both online and offline?
- What are they looking for?
#3 To Understand their buying process
It allows to define the system of requirements and benefits that bring customers to buy the analyzed product or service.
- Where do they begin their research?
- What is their problem or need?
- What are the benefits they are seeking and how do they find a solution?
#4 To Connect with customers
It allows to reach ideals customers, to get additional information about what has led them to choose a specific product than others.
- Why did they originally purchased by our company?
- Why do they still buy from us?
- What do we do that others do not?
#5 To Profile the Customer (Personas)
It allows to create profiles that describe specific segments of current or potential customers. It Creates tangible profiles, so that you can imagine this person and why should he be motivated by choosing us.
- Description of customers by written profiles, called “personas”
- Creation of specific characters for each group of identified customers
- Inclusion of ideal clients images, real or hypothetical
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