Lesson 2: Market Research & Customer Profiling 

Before you market anything, you need a solid concept. Ask yourself: 

• Is it needed? 

• Has someone else tried it before? 

• What would make your version better or different? 

Example: If you plan to sell shea butter skincare, research others already doing this. What ingredients do they use? How do they price and promote? Can you offer a vegan, organic, or community-sourced alternative? 

Market Research 

Market research is the process of gathering information about: 

• Who your potential customers are 

• What they want and need 

• How they behave 

• Where they spend their time 

You can use this information to: 

• Improve your product or messaging 

• Target your marketing more effectively 

• Avoid costly assumptions 

How to do Market Research 

Guesswork can give initial guidance, but you need hard evidence as to whether people want your product, and would they be prepared to pay for this.  This evidence is particularly useful if you are going for funding or investment. 

• Interviews 

• Questionnaires 

• Online surveys 

• Focus groups 

• Competitor review 

• Test trading or pilot sales 

Customer Profiling 

This is the process of identifying who your customers are. 
Look at traits like: 

• Age, gender, ethnicity, and location 

• Employment, income, and education 

• Lifestyle and values 

• Hobbies and buying behaviour 

Example: 
“My customers are women aged 25–40 who live in cities, are environmentally conscious, and buy handmade wellness products online.” 

Customer Segmenting 

Once you’ve profiled your general audience, you divide them into smaller, more specific groups based on shared characteristics. 

These are your “customer segments” or “personas.” 

Example Segments: 

• “Busy professionals who want fast, self-care routines.” 

• “New mums looking for gentle skincare products.” 

• “Craft lovers who enjoy small-batch, handmade goods.” 

You can then tailor your marketing message, product features, and tone for each segment. 

Customer Persona 

A persona is a fictional character that represents one type of customer you want to target. 

Think of it like this: 

Instead of marketing to everyone, you’re talking to Zara—a real person with goals, fears, and buying habits. 

Building Your Persona 

 Key Sections to Include: