Interactive Business Tool - Customer Analysis

This interactive tool will help you to identify who you are targeting (your key customers), what they want and why they want it, who makes the buying decisions, and what we offer and why it appeals to them. This tool is designed to help you incrementally build a Customer Analysis.

Step 1) Customers
The tool starts with the identificaton of your key customers. Which customers are the focus of your efforts - who are you targeting?

Step 2) Market
For each customer, identify if they are in a "Consumer" (for personal use) or "Company" (for use by a company) market.

Step 3) Buyers/Offers
For each customer, identify the:
"User" (who will use it),
"Technical Buyer" (who wants it and why),
"Economic Buyer" (who makes the buying decision), and then our
"Offer and Appeal" strategies regarding the "What" (products and services we intend to offer to each customer) and the "Why" (rationale regarding why the offer will appeal to them). This will help us to look below the surface level at each of our customers, and design sales/marketing campaigns that address their specific needs. To appropriately service our customers, we often need to make appeals to multiple audiences (types of buyers).

Step 4) Results
After completing the first three steps, we will see our results in table format. Results can easily be printed to your printer, virtual printer, or PDF.

Customer Analysis - Interactive Web Tool

Please identify your type of business:

Identify Key Customer Segments (Identify a minimum of 3, up to a maximum of 9)

Please identify KEY customer segments - they should be selected based on their contribution to your overall profitability and sales revenue.

Click this icon for help - Help Information

Customer Segment:
A customer segment refers to a group of customers who share similar characteristics and needs, making them likely to respond in a similar way to a marketing strategy or product offering. Identifying and targeting specific customer segments allows businesses to tailor their marketing efforts and offerings more effectively, thereby increasing the likelihood of success. Here are three strategies for segmenting your customer base:
Strategy 1 - Demographic Segmentation: This involves dividing the market based on demographic variables such as age, gender, income, education, occupation, marital status, and family size.
Example customer segment: A company selling luxury skincare products might target "affluent women aged 30-50 who live in urban areas and have a college education".Other example customer segments in this category might be "Affluent Men Seeking High-End Skincare Solutions" or "Young Professionals in Their 20s".

Strategy 2 - Psychographic Segmentation: This segmentation strategy categorizes consumers based on their lifestyle, interests, values, beliefs, attitudes, and personality traits.
Example customer segment: A fitness apparel brand might target "health-conscious individuals who are passionate about exercise, outdoor activities, and leading an active lifestyle". Other example customer segments in this category might be "Athletes and Fitness Enthusiasts" or "Yoga and Mindfulness Practitioners".

Strategy 3 - Behavioral Segmentation: This segmentation method groups consumers based on their behaviors, such as purchasing habits, usage patterns, brand loyalty, and decision-making processes.
Example customer segment: An online streaming service might target subscribers who "frequently binge-watch TV shows and movies". Other example customer segments in this category might be "Casual Viewers" or "Genre Enthusiasts".

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Please complete Step 1

Please complete Steps 1 and 2

Please complete Steps 1, 2, and 3

Customer Analysis - Interactive Web Tool

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