Customer Vignettes

1. Customer Vignettes • Who is your target customer, really? • Consumers? Businesses? Customers vs. Influencers? • What do you need to know about them? • Wants/needs (Physical/practical? Emotional/mental?) • Preferences (What do they like? What are their opinions relevant for the product?) • Where/when they buy • Price point? Monthly/annual spending on product? • Marketing/advertising channel? • Repeat customers vs. one-and-done? • Seasonal issues? • Demographics (age, marital status, income, occupation, residential location, professional location)

2. Customer Vignettes – Example (Golf Course) • Jeremy Woods • Consumer • Not active as an influencer for golf market • Wants/needs • Regular opportunities to enjoy drinking/smoking/talking with friends while doing some sort of “activity”. • Enjoyment of connection w/ friends, positive self-esteem from playing well, intellectual stimulation from environment. • Preferences • I’m not really into “Western” stuff personally, but it reminds me of the fact that my girlfriend likes Country music, which is a fond association for me. • If I’m going to stay at a golf course clubhouse to drink/smoke/hang out with friends after a round of golf, the place has to have enough people/activity to feel like a night life spot, not just a clubhouse. • Where/when they buy • $100ish for the entire round of golf, cart, drinks, food on course and in clubhouse. About once every other month. • Groupon, Google searches, word of mouth. • I tend to be a pretty loyal repeat customer. • I only play golf when it’s reasonably warm outside. • Demographics • 41 years old, single, $50k annual salary, PhD candidate, residence Clifton, professional location Clifton