Understanding your customers to achieve business success

UNDERSTANDING
YOUR CUSTOMERS
TO ACHIEVE
BUSINESS SUCCESS

, Creating a typology / description of your
target customer
Create a visual typology of your target customer.
But use the typology as a guiding tool, and not as a
set of rules and regulations.

Demographic Psychographic Attitudinal
• Age • Attitudes towards life • Specific attitudes
• Gender in general towards the category
• Education • Media consumption of your product
• Socio-economic habits • Shopping habits
status • Shopping habits towards specific
• Income • Social habits category
• Presence / absence • Community • Views towards
of children involvement brands and products
• Region / City • Charitable causes • How brands are
• Urban / Rural • Environmental selected? What
• Household causes drives brand
responsibilities • Social causes selection?
• Household status