Market research and market reports

Customer research: what you need to know


Carrying out customer research on loyalty, satisfaction and services can make a big difference to your business. If you know how your existing and potential customers make their buying decisions, you can adapt your sales methods to fit their needs.

Who are your customers?

Knowing demographic information about your customers can help with your marketing and sales plans. Consider factors such as:

  • gender
  • age
  • occupation
  • income
  • lifestyle
  • attitudes

What do they think?

Knowing what your customers think of your products and service and how they rate you against your competitors will enable you improve your business offering. To target your customers successfully, you should know as much about their buying habits as possible. Consider the following aspects of your customers:

  • interests
  • needs
  • buying behaviour, including when and how they buy
  • preferences
  • opinions about your brand
  • opinions about competitors 

Read the ten things you need to know about your customers.