A customer analysis is an important section of a company’s business plan or marketing plan, they are also known as a customer profile or target market analysis, it identifies target customers and determines their specific needs. Companies need tools to better understand current and potential customers, in order to grow their business, if a company does not know who their customers are or what they want, it cannot meet their needs.

There are two main aspects to customer analysis: a demographic profile and a behavioral analysis.

Demographic profiles break down customers by age, income level, education level, marital status, and hobbies. This type of target market theory recognizes a mass market is young adults, then social media channels will be more important than other types of media.

A behavioral analysis determines reasons customers choose to buy one product over another. This requires the actual decision-making process of a customer’s purchase, such as if it was an impulse or long-term decision. What was the reason for the purchase? How many times will they purchase and how often?

A customer analysis is also an effective way to initiate or upgrade Internet marketing.

Other factors to consider with customer analysis reports are the person buying your product and the person using it are not always the same person. It’s also very important to determine what your customers need. An easy way to do this is just to ask them via mailings or surveys.

Customer analysis reports help businesses obtain specific information about customers, as well as competitors, it is not a stretch to say that it is critical to a business’ success. The goals are to understand customers’ needs and wants, develop targeted promotional materials, and ensure prompt delivery of products.