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Who is my customer? Infographic

Make the right marketing decisions by finding out who are your customers.

On this page

  • Understand the steps involved in knowing your customers
  • Learn about your market size and your products
  • Gather data and discover customer needs
Small Business Victoria's Understanding Marketing and Marketing for Growth workshops can help you develop a marketing action plan to focus your effort and resources in the right areas, including market research, online activities and customer service. Find a workshop near you.
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Who is my Customer? DIY Market research


Is the key step in starting a successful business and plays a crucial role in helping you identity your target market. Use the steps below to help define your problem, plan, investigate, gather and interpret information and decide your marketing strategies.

What are you trying to find out?

Market size

How many other businesses are selling what I'm selling?

Your buying customers

How often do they use this service?

Best place to sell your products

Where and how do they prefer to buy?

'Your research is like the opening shot of a film, first you go wide and get a sense of the overall market you're in and then you focus in on the characters - your customers'

Tools to help

Market research will help you gather and analyse information to help identify and define marketing opportunities and problems, and generate sales

Examine published data such as journals, marketing magazines and government reports

The Australian Bureau of Statistics (ABS) and Ibisworld provide publications and web pages with small business data and statistics

Tools to help

Discover your customers needs

Understand your customers attitudes and behavior

Qualitative information

Equals focus groups and in-depth interviews

Quantitative information

Equals surveys and questionnaires

Draw specific conclusions

'as any business owner worth their salt knows, your marketing is only as effective as your understanding of your audience'.

Tools to help

What is the research telling you?

  • Analyse your data to determine your strengths and weaknesses
  • Identify trends and opportunities for growth
  • Draw your conclusion

What is the next logical step to take?

'They key to market research success is a systematic approach and the completion of each step before the next step starts'

Tools to help

How will you gather your data?

Start with:

  • mailed questionnaires
  • telephone polling
  • personal interviews
  • online surveys

Get local, get talking!

  • sit outside a competitors shops
  • talk to rival employees
  • talk to real potential customers

'a simple yes or no can be done on the phone, but personal choices such as colour preferences usually need to be face-to-face'

Tools to help

  • Marketing mix