3 Questions to Better Understand Your Customers

Big Data has empowered us to cross-stitch online behavior, demographics, buying patterns, predictive website searches and more. While the data and customer research about what people are doing can inform us about what they are likely to do in the future, there is also a more human approach — that goes deeper than the data — to understand your customers.

Here’s an aged method that still holds through today that can help you understand your customers with more clarity and empathy. This will take thought because everyone has a personal and unique response to the following three questions:

1. What Are Your Customers Biggest Struggle?

Everyone – including you, reading this – has struggles. It’s a human condition. We question, doubt, have concerns, worry, and are insecure or befuddled by something. Figuring out how your customers’ struggles interweave with your brand’s promise could unlock new ways to help them.

Example: Tim Hortons learned early on that their consumers struggled with having a place outside of work and home, where we could meet folks or be alone in a safe and comfortable environment. So instead of just another place to get grab-and-go coffee, they solved for making a destination that went beyond the purchasing of coffee or treats. Tim Hortons knew that there were holes in communities they could fill, that there was a common struggle we didn’t even know we had.

2. Customer Motivation?

Every person aspires to be more than they are. The desire to grow is innate, and we all want our lives to get better in some way. We each are looking for ways to improve and we gravitate towards brands that help us do that. The best brands understand that a simple transaction doesn’t have to be in, and that they can engage users into self-improvement of any kind.

Example: It may not be enough offering terrific products alone. Your customers are motivated to learn how to be better utilizing them, and make home life more enjoyable and rewarding. By offering the in-store lessons, and posting a regular update, the individual stores deepen their relationship with their customers, and fulfill on their aspirations to make their home lives better with being more knowledgeable on using the products.

3. Is There a Memory-Emotion Link That’s Important to My Customers?

Deep in the core of our brains is the Hippocampus and Amygdala, two connected centers in our brain biology that stores both memory and emotion. Memory-Emotion is extraordinarily powerful in our lives, and these two magnificent aspects of the brain work in tandem to preserve the most deeply-embedded feelings and decision-making drivers in our lives.

As a brand, it’s extremely difficult to construct something that is a powerful connector to memory. But if you’re in a consumer brand, there’s most likely some kind of hook or common experience you can tap into. You’ll have to dig into when your service might be a part of a memory in a life. Or you can see what kinds of experiences your customers might share, and tap into those shared memories.

Example: Some brands go above and beyond to know more about their customer’s lifestyle. They learn about what they are into doing and their age group.  IKEA knows that their clients are between 25 and 39 years old.  IKEA launched an entire campaign around this age group because they know they are young and just starting out and this would fit their profile. They knew a broad majority of customers have a shared emotional connection with their brand at least for a little while.

About The Author

Leave a Reply

Your email address will not be published.