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Who are your customers?

May 10, 2007

You conduct segmentation studies, focus groups, surveys to try to learn who your customers are. You want to create segments, groupings, tidy little boxes to put them in, but customers are more complicated than you want them to be.

Here is Dave Pollard’s nice illustration showing what defines us.

Who Are We

While the closest you might come to undestanding your customer is to have 12 of them in a room for 2 hours. How much can you get to know? Your brand might be simple, but they are complex and their complexity determines the relationship they have with you.

You don’t get this from web surveys or profiling.

You don’t get the nuances from data.

It’s time to get out and spend some quality time with your customers. Go on a trip together, visit their homes, go shopping, drink together, cook together, live together. There are endless possibilities, if you are prepared to make the effort.

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