How to have a deep knowledge of your customers


One of the most important marketing strategies, when you want to create your business, is to understand the needs and the thoughts of your customers. You could have a great idea and a great team, but without an in-depth knowledge of your customers it will be hard to have success. Having a comprehensive understanding of your customers is the key to achieving core business goals. Through the study of your customer experience, you will create more engaging content or increase sales. The key is knowing your customers better than they do.

Your principal aim is to present your product/service to the right person, at the right moment.

Choose your ideal customers carefully, identify them, find out their characteristics, defects, fears, wishes, their hobbies and ambitions.

The most critical question you should ask is “Do I really know my customers?”

In this article, I’m going to show how you can have a deeper understanding of your customers through a simple path composed of 4 steps.

1.    Study the competitors and the characteristics of their customers

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It is not one of the most common approaches used, but it could be a basis on which you start. To know the profiles of the customers of our target, you can analyse the online data of your competitors and understand their interests, their age and gender.

Another method to have more information is to gather data of their activities on social networks, through the tools as Fanpagekarma or Likealyzer; you can understand better which posts or content that the customers of your competitors prefer.

If  competitors offer exceptional personalised services, develop a strategy to create similar programmes that allow you to build a relationship with customers.

2.    Talk, ask and listen to your customers

Talk with your customers, find a minute to ask them why they are purchasing a particular product.


Call, write or contact your customers to know if they are happy and satisfied with your product/service business.

Ask them for their opinion without projecting your own. Get their uninfluenced, impartial opinion. You want genuine insights, even if they’re negative. An example of this could be something as simple as “What do you think we could do better?”.

At the end of the talk, write down all the relevant data in a paper and when you gather enough responses, try to find out the things they all have in common.

3.    Create a questionnaire


In the case of you have a good number of clients, an excellent solution could be to create a survey aimed at your customers. If you have an unclear understanding of your customers and you don’t know what to ask, you can try these questions:

  • Who are you? What is your gender? How old are you? Where do you live?

  • Why did you purchase the product/service? Which needs did you have? Did you like the product/service? What would you like to improve?

  • Where did you find the product/service? Did someone recommend it to you?

  • Were your expectations met? Did you expect something more or less? Would you reuse the product/service?

 4.   Create the Personas for each type of customer segment

Creating a Persona is useful to get the ideal customer, that client you want to deal with. The perfect person to sell your product/service.

We can start with the fundamental questions:  

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  • What is the name of your ideal customer

  • Does is male or female?

  • How old is she/he?

  • Where does she/he live?

  • Which is your ideal customer’s job?


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  • What does she/he like doing?

  • What are her/his hobbies?

  • How often does the customer use the social network?

  • What is her/his character?

What are the pains/gains/goals of the ideal customer?

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  • What are the customer’s aspirations?

  • What  is she/he looking to achieve?

  • What gets her/him out of bed in the morning?

  • What do they fear?

Where can you find the customer? 

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  • Where does the customer like to go?

  • Where does he/she go during the weekend?

  • Does the customer like going to event/restaurant/beauty salon/social network?

This is the final result:

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