How to Discover Your Customer Avatar

Customer Avatar Questionnaire

A customer avatar is a detailed profile of your target customer. This will help you write your marketing message and use the mobile tool to reach that specific person.

Who is your ideal customer?

  • Name? Age? Married? Children?
  • Lives where? School Attended?
  • Job Title? Profession? Household Income?
  • Hair color? Eyes? Weight?
  • How many years in current position? Current salary?
  • How many jobs held during the course of career?
  • Industry? Sales to? Annual Revenue?
  • Number of Employees? Located at? Years in Business?
  • Political views? Religious views?
  • Personal interests? Hobbies?      

What is a typical day in the life of your ideal customer prospect?

  • Favorite brands?
  • Favorite Web sites? Which social media? Which mobile tool?
  • Source for breaking news?
  • Source for industry or business news?

List at least 3 problems your ideal customer is having that make them an ideal customer for your business.

What is the worst thing that could possibly happen to your ideal customer if their problem isn’t eventually solved?

What is the best thing to happen to your ideal customer if their problem is solved?

What is it that you are trying to provide your customers?

Now, create a short story about your customer’s avatar.

  • What are the details about their life and professional background?
  • How is this problem making your customer feel?
  • What are the types of frustrations your customer keeps having?
  • What does your customer need more than anything?
  • How can your business best provide the product or service that’s needed most?

Customer Avatar Example: 

What are Vancouver Cultural Creatives and Changemakers? Ray and Anderson created a questionnaire to identify “Cultural Creatives” in Western society. Below are characteristics of a “Cultural Creative”. Agreement with 10 or more indicates status as a “Cultural Creative”. 25% of the adult population is a Cultural Creative.

  • Love of nature and deep caring about its preservation, and its natural balance.
  • Strong awareness of the planet-wide issues like climate change and poverty and a desire to see more action on them being active themselves
  • Willingness to pay higher taxes or spend more money for goods if that money went to improving the environment
  • Emphasize the importance of developing and maintaining relationships
  • Emphasize the importance of helping others and developing their unique gifts
  • Volunteer with one or more good causes
  • Intense interest in spiritual and psychological development (personal growth)
  • See spirituality as an important aspect of life, but worry about religious fundamentalism
  • Desire equality for women and men in business, life and politics
  • Concern and support of the well-being of all women and children
  • Support spending more money on education, community development programs, and the support of a more ecologically sustainable future
  • Unhappy with the left and right in politics
  • Optimism towards the future
  • Involved in creating a new and better way of life
  • Concerned with big business and the means they use to generate profits, including destroying the environment and exploiting poorer countries
  • Unlikely to overspend or be heavily in debt
  • Dislike the emphasis of modern cultures on “making it” and “success”, on consuming and making money
  • Like people, places and things that are different or exotic

There is a demand for products of equal quality that are virtuous. Included in the cultural creative demographic are consumers of New Age goods and services:

  • Organic and locally grown food
  • Organic and natural personal care products
  • Hybrid and electric cars, as well as city bicycles
  • Green and sustainable building
  • Sustainable or ecotourism
  • Energy efficient electronics/appliances
  • Socially responsible investing
  • Natural household products (paper goods and cleaning products)
  • Complementary, alternative and preventive medicine (Naturopathy, Chinese medicine, etc.)
  • Fair trade products
  • Literature in the mind/body/soul, holistic health and New Age genres

Aligned with Vancouver’s Green Economy of Seven Sub-sectors:

  • Local food (Vancouver food strategy to reduce carbon footprint with fresher foods)
  • Green building design and construction
  • Clean technology, alternative energy and green building products
  • Green infrastructure, transportation and planning
  • Sustainability services and education
  • Land and water remediation and environmental consulting
  • Materials management and recycling

As the third greenest City in 2017, Vancouver has a goal to become Greenest City 2020

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