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Customer Research Guide

Know your customers, exceed their expectations

Understanding customers is the only way to provide them with better and more personalised service. And we all know the power of happy customers: positive word-of-mouth and increase in sales! However, this might be complicated and most often requires a comprehensive analysis to identify their behaviour, preferences or purchase patterns. 

Why is Customer Research Essential for My Business?

Customer research is the best way to understand and create your buyer personas, who are the representation of your ideal customer, and more importantly, the foundation of your growth marketing strategy. Customer research helps you to build your customer segments based on your analysis and/or real data about your existing customers. Knowing who your ideal customers are in terms of demographics, motivations, behaviour patterns, challenges, and goals will provide you with insights for your future marketing activities.

What Does This Strategy Guide Include?

This comprehensive guide covers the main steps for you to carry out your customer research through buyer persona interviews depending on your business model (whether it’s B2B or B2C). The guide also introduces you to the essential concepts and the terminology with tips and growth tactics. Additionally, you will be able to exercise each module and process in the Growth Marketing Hub with the help of the dashboard screenshots. 

For B2B Businesses, the buyer persona interviews consist of questions in 4 categories:

  1. Questions About Demographics
  2. Questions About Business
  3. Questions About Role, Goals and Challenges
  4. Questions About Purchasing Preferences


b2b customer research


For B2C Businesses the buyer persona interviews consist of questions in 4 categories:

  1. Questions About Demographics
  2. Questions About Personal Info
  3. Questions About Purchasing Preferences
  4. Questions About the Decision Making Process for Purchasing


b2c customer research


Who is This Strategy Guide for?

GMH Growth-Driven Marketing Strategy Guides are designed for those who want to create a strong growth structure and apply a sustainable digital marketing strategy for their organisation. GMH guides are also highly useful for those who don’t have an established brand and just want to learn. You can benefit from this guide if you are:

  • A traditional marketer who wants to upskill into growth-driven and digital marketing
  • Any digital marketing professional who wants to build and manage a sustainable growth driven marketing strategy
  • An inspired career changer
  • A small-business owner or an entrepreneur who wants to grow their business 
  • A graduate who just wants to learn the latest marketing techniques and methods

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Resource Tags

Growth Channels: Strategy

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Customer Research Guide
Guide to acquire customers insights