In today’s beauty market, it is quite a task to find the proper customer for your company. By understanding the psychographics in your markets, you can understand the attitudes, behaviors and the various decision-making steps of your customers. This can help get your brand in front of potential customers.
Fulfilling the needs of your customers effectively is a proven way you can have proper grip on your market. In order to do that, you need to have a clear understanding of the problems your customers are experiencing and the ways they are thinking of solving those problems. Having a clear market psychographics and customer behavior profile can help your brand fit within those solution and provide you with a clearer picture for your marketing strategies.
You can work on developing and understanding your customer psychographics by breaking the process down into steps.
1.0 Customer Pain Points
1.1 Customer Polling
1.2 Negative Polling
1.3 Focus Groups
1.4 Hiring Third Party Company
2.0 Segmenting Market & Customers
2.1 Customer Segmentation Examples
The more you get to know about your target markets and customers, the more you can improve your sales. Understanding the thinking process of your customers should be your primary goal. You need to understand the customer pain points and the ways in which your company can solve them.
You can achieve this in various ways. The way you are going to attend for it will depend upon your knowledge about the current market scenario, the resources your company has and the urgency in which you can plan out an effective strategy for your brand. There are several ways you can collect data about your customers:
Polling out customers is an easy process for any companies, the list of your targets depends on the size of your actual market. It can be as long or as short depending on the cross-section. The most effective way of doing this is to poll and connect with all types of customers in the market. Remember not to only connect with the happiest customers or the customers that are loyal to you, because you will get the data only from a single segment of the market. This might lead to missing out of all the other segments in the market. You can carry out the poll by using various questions.
There are various platforms available for customer polling:
The method that you are going to use might also impact the answers you get. In all cases, beware of getting only one kind of answers like positive only. This might disturb the whole polling process.
This process can help you if normal polling process does not work for your company. But, it works the best for B2B companies. In this regard, the poll questions are somewhat similar to that of normal polling process. But, the only difference is that in this process you will be asking your customers questions with a positive light on your competitor like:
The survey methods in this process are similar to that you use for normal survey.
Using focus groups is a more common practice in B2C companies than B2B. It is regarded as a very powerful process for acknowledging all the feedbacks related to a particular market. In simple words, focus groups consist of somewhat around 5-15 people who are interviewed. It is done in a single session only.
In case that you are not acquainted with this focus group thing, then you can easily hire a third-party professional for doing this task for you. But, it is the best to do it on your own and all you need is just a little research and planning.
Using focus group comes with added benefits. In this process you can get a clear idea about the feelings and opinions of your customers. You can also create a database of ideal customer profile. And, thus it allows you to get more information when compared to survey process.
How to prepare for the focus group session?
The very first step is to properly prepare your questions. Asking simple and irrelevant questions won’t help much. You need to have a clear idea about what you want to obtain from the session. You also need to recruit the perfect people. Also try to properly plan your session, don’t exceed the meeting for more than 2 hours and record the session in whole for easy judgments. One important note as the moderator. You need to take on the shoe of an outsider and is very important to opt for an unbiased approach. If you want to find out more about setting up a focus group session, click here is more info.
This option depends on the cost capacity of the companies. If you can afford it then it is the best option.
Is proper analysis required after the surveys?
Proper analysis is very much required after the survey process. Just review your results and jot down all the findings in an order. This step is not at all easy and might take weeks or months for the proper findings.
After reviewing, try to capture the basic idea that you received from the surveys. It is a very valuable information and this can help you in either changing your marketing strategies or to bring about a change in your services.
In case you are unable to find out the problems of the customers from polling, you can try to pinpoint your market segmentation by creating a proper customer personas. When you are just dealing with a single problem, you can easily improve all your marketing and sales by understanding your market segmentation and customer personas.
It requires dividing the market of your company into various smaller groups. It helps in improving your marketing campaigns and strategies. It is the best choice for your company if you are dealing with a huge market in general.
It requires detailed profiling of the targeted buyers. What kind of help you can give them by learning about their decisions and needs.
You can create a proper segmentation of your customer base by "usage" or "demographics":
Usage of products
Does it really help in speaking about the problems and pains of the customers?
Finding out the customers pain and problem will help you set up your strategy plan. The main concept behind grouping of markets or customers is to speak directly about the pains and problems. The more specific the problem, the sharper the strategy. See this case study with one of our client.
The final step is profiling of each persona, try to add as much detail as you can to each. The more you detail, the easier it will be for you to position your company in the market. In case you are running a B2B company, try to give focus on the angle of business. In case of B2C company, focus on personal angles as much as you possible.
The prime factor that can regulate your market is customer satisfaction. When you've defined and profiled your company’s market psychographics, you will have a clear direction you can trigger throughout your brand’s decision making process.