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Who is my customer?

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

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 Workshops can help you develop a marketing action plan or refine your existing marketing plan. Find a workshop near you.

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Who is my Customer?

DIY market research

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. 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 listed below to help you:

  • define your problem
  • plan
  • investigate
  • gather and interpret information
  • decide your marketing strategies.

1. What do you need 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 your customers prefer to buy?

Tools to help

2. Examine published data

Journals, marketing magazines, government reports, the Australian Bureau of Statistics (ABS) and IBISworld provide publications and web pages with small business data and statistics.

Tools to help

3. Discover your customers' needs and gather your data

Your marketing is only as effective as your understanding of your customers. Draw specific conclusions about your customers' needs by understanding their attitudes and behaviours:

  • Hold focus groups and conducting in-depth interviews – qualitative information.
  • Create surveys and questionnaires – quantitative information.

Get local, get talking!

  • Sit outside a competitors shop.
  • Talk to rival employees.
  • Talk to real potential customers.

Tools to help

4. What's the research telling you?

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

Tools to help