Customer Avatar Interview

  • Demographics; Identify 'Who?'

  • Name, age, gender, location
  • Married, single, children, pets
  • Job role, status, company type, passion
  • Income, assets, homeowner, etc
  • Interests; Define 'How?' What interests your client?

  • Education, training
  • Sports, leisure, social, interests
  • Stores, clubs, events, groups; online and offline
  • Media, brands, personalities
  • Pains; Clarify 'What?' will engage them?

  • What's causing an issue for them today or right now?
  • What are the big problems that are getting in their way?
  • What are the most obvious negative points about your product or category?
  • Where do pressures come from?
  • Gains; Understand 'Why' they will buy.

  • What would 'good' look like for them?
  • What are the emotional responses associated with that result?
  • In terms of their personality and character.
  • How could they see your product or service contributing to their desires and outcomes?
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