Research Target Customers

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Target audience:

• Age? What stage of life?
• Married? Children?
• Disposable Income?
• Where do they live?
• Lifestyle including hobbies?
• What transport do they use?
• What car do they have?
• Work and qualifications?
• What magazines do they read?
• What social media channels do they use?
• What can you offer them to make their lives better?
• What can you offer them to provide a solution to a problem they have?

My example

Customer Research Plans for Software for Personal Trainers

Here are detailed plans tailored for researching customers for personal trainer software:

1. Define Target Audience

• Who to Target: Personal trainers, fitness coaches, gym owners, small group instructors, and independent trainers.
• Key Segments:
  • Freelance personal trainers.
  • Trainers working for gyms.
  • Online-only fitness coaches.

2. Research Methods

A. Surveys

• Purpose: Collect quantitative data on customer preferences.
• Questions:
  • What tools do you currently use to manage your training business?
  • What are your biggest challenges in managing clients?
  • How do you track client progress or workout plans?
• Tools: Google Forms, SurveyMonkey, Typeform.

B. Interviews

• Purpose: Gain deeper insights into customer motivations and pain points.
• Target: Experienced trainers (5+ years) and new trainers (<1 year).
• Questions:
  • Can you describe your daily workflow?
  • What features would make a software solution indispensable to you?
  • What issues do you face with scheduling or payment systems?

C. Competitive Analysis

• Purpose: Identify gaps in the market.
• What to Analyze:
  • Features of existing personal trainer software (e.g., Trainerize, My PT Hub).
  • Customer reviews and pain points from competitors' products.

D. Online Community Engagement

• Purpose: Observe real-time discussions and trends.
• Platforms:
  • Reddit (e.g., r/personaltraining).
  • Facebook Groups for personal trainers.
  • Fitness coach forums.
• Activity: Participate in discussions and post polls.

E. Usability Testing

• Purpose: Evaluate software prototypes.
• Method:
  • Offer free trials to personal trainers.
  • Gather feedback on ease of use, features, and missing elements.

F. Analytics and Surveys for Potential Leads

• Purpose: Leverage digital behavior insights.
• Tools: Use Google Analytics, website heatmaps, or email polls to gather insights on interest in specific features.

3. Steps to Implement

1. Design a Survey/Interview Framework:

   • Focus on pain points: time management, client tracking, and payment collection.
   • Include both quantitative (e.g., ranking tools by usefulness) and qualitative (open-ended questions) components.

2. Recruit Participants:

   • Partner with gyms or fitness organizations to recruit personal trainers.
   • Offer incentives such as discounts or free trials for participation.

3. Analyze Feedback:

   • Group data into themes (e.g., most-requested features, frustrations, preferences).
   • Identify high-priority features.

4. Build Personas:

   • Create 2--3 customer personas (e.g., "The Freelance Trainer," "The Gym Instructor") to guide product development and marketing strategies.

5. Test and Iterate:

   • Continuously test early versions of the software with beta testers.
   • Refine based on feedback to ensure the solution meets actual needs.

4. Expected Outcomes

• Clear understanding of trainers' workflows and needs.
• Validation of software features and value proposition.
• A roadmap for a customer-focused software solution.