We have been struggling to get a clear picture of our ideal customer profile and to determine what is the end result our ideal customer wants to achieve.

As creators of handmade Thai silk we have surveyed our customers, used lots of research sources like Quantcast but we still cannot create a persona (or 2 or 3) that we feel is right.

I could easily summarize a demographic profile but I doubt its validity and it will still not tell me the key thing – what would be their biggest fear or fears that have prevented them from getting what they are seeking?

This is critical to all our marketing and I was wondering if others are facing or have overcome this problem?

I shared this page with my contacts on facebook:
http://www.thaisilkmagic.com/Neckties

@amnuaibeckenham

Other than doing a demographic survey of your customers up front, you might try asking those on your mailing list if they would mind supplying you with some basic info such as male/female, resident country, age and whether they are buying for themselves or as a gift for someone else.

You might also segment your products into Men’s and Women’s shopping to more readily see what is being bought and for whom.

@amnuaibeckenham Another idea to use LinkedIn to search companies, possibly boutiques and stores to sell wholesale to.

How is your ideal client profile shaping up? I am having a challenge of that also. How do you define that perfect person? It must be figured out because so much else about your business rests on the answer. @amnuaibeckenham

@amnuaibeckenham This takes work and time, but it really shows its value when you are able to have very targeted marketing, saving you time and money. Understanding your ideal customer helps when there is a shift in the marketplace as well.

I also believe this is a never-ending process, because of shifts in demographics, markets, technology, etc. Complacency is dangerous.

@amnuaibeckenham I think you are right on — it’s far easier to keep  a preconceived idea of the ideal in mind, and not verify it. It is emotionally scary in some ways if you are not open to change, or worse find you need to completley retool your concept for survival