INTERVIEW EXAMPLE

Demographic Profile
Interviewer: May I know the age range of the regular customers?
Ms. Wong : Most of them are the older generation as they have used
to purchase stuff from our story since they have lived here for such a
long time.

Interviewer: What are the ethnicities of the regular customers? Do

you get other race customers?
Ms. Wong : Mostly are Chinese and sometimes there are some
foreign workers and Indians. Malay customers are considered lesser
for our shop. Usually Indian customers are here to buy the wine or beer
while foreign workers would usually buy those daily necessities.

Psychographic Profile (Buying Behavior)

Interviewer: Do you have a close relationship with your customers?
Ms. Wong : Ya, we have and they are those regular customers who
have been visiting our shop since then for a really long time.

Interviewer: What are the customers’ buying behaviors? Do they

usually buy for themselves or their families?/ or for business
purposes (bulk buyer)
Ms. Wong : Most of our customers usually will buy for their own
families' usage but for customers who buy for business purposes are
considered lesser for our shop.

Interviewer: How much do they usually spend?

Ms. Wong : It’s not fixed because it depends on what they purchase. But for the case
of Traditional Chinese Medicine it’s usually around RM50 for minimal
purchasing and over RM100 for higher amount of purchasing; depends
on their purchasing amount.

Interviewer: Do you gather feedback from your customers? If you

do, what method do you use? (e.g. Verbal/ manual feedback form/
in-house digital feedback form/ online feedback form)
Ms. Wong : We usually asked their opinions verbally. For example, if
there are new products available in our shop, we would ask for the
review of the products from them who are usually the regular
customers of our shop.

Interviewer: What feedback do they usually say? (e.g. on how they

can improve or innovate a product or service)
 Ms, Wong : Usually they would tell us their feedback of the products
directly like how they feel after using the products without us asking
them most of the time.

Consumers’ Preferences
Interviewer: What type of products do they usually buy? (e.g. TCM
or daily necessities) Which product is usually the best-selling
product among the customers? (e.g. Herbal soup bag, TCM,
cigarette, daily necessities etc.)
Ms. Wong : It is not fixed because most of them will like to buy more
for certain products following the trend of the season instead of being
constant in buying particular products.

Interviewer: What do you think the shop can do to make

buyers/customers happiest? Why do you think that is? (e.g.
service quality, affordable price, environment etc.)
Ms. Wong : Some of them praised our shop’s environment by
mentioning that the display arrangement of our shop is very neat. They
also like our service for being fast as most of them are fast-paced and
impatient to wait for a long time during payment. While in terms of
price, they would usually compare themselves among other shops
within the same industry, so it depends on how they perceive it.

Common Objections of the Consumers/ Challenges

Interviewer: Did you encounter any difficulties when handling
some customers? What frustrates them usually?
Ms. Wong : Of course we surely would encounter some customers that
are hard to handle. They usually will choose not to accept our opinions
by having their own thinking such as their own ways of consuming
Traditional Chinese Medicine instead of following the proper ways of
consuming them.

Prospect Customers
Interviewer: Do you plan to target any potential customers besides
the existing one? (e.g. younger generation, foreigner etc.)
Ms. Wong : Ya, we do have plans to focus on new potential customers
like youngsters. But as most of them are visiting this shop due to their
own research or coincidentally passed by the shop, so it’s still not fixed
for us to target a certain group of customers as well.

Interviewer: What do you plan to do to attract them to buy your

products?
Ms. Wong : As we still not really have a plan to target prospect
customers, so we considered not really having one.
 Interviewer: How do you plan to reach them?
Ms. Wong : As mentioned before, most of them reached for our shop
by themselves so we don’t really have a platform to reach them. But for
an online platform, we are now using the app called SoTipsy which sells
wine in our shop through this platform. The customers for our online
platform are considered wide as it’s considered nationwide or even
internationally with countries nearby. ‘

Images
 The regular customers of Kedai Ubat Yin Onn Tong.

CONSUMER PERSONA TEMPLATE

Consumer Persona’s
CONSUMER JOURNEY MAP Name
Challenges
Background

Photo of Typical
Consumer

Common Objections
Demographics

Goals
Interests Biggest Fears
 CONSUMER JOURNEY MAP

STAGES Awareness/ Research/ Actions/ Reviews/

Discovery Consideration Decisions Feedback
In-store 2.Customers got 8. Customers visit
to know about the café to try out foods
café through and beverages
the signboard provided.
when they
pass by the café.
Online 3.Customers 4.Customer looks 9.Customers 12. Customers
came across the for photos and ordered food from leaves good
café’s information of the café online through feedback on social
advertisements cafe through their delivery apps. media.
through social social media page.
media
platforms.
Telephone 5.Customers call in 7.Customers call in
Call to know the types to book seats and
of food and make appointments.
services
provided in the
café.
KIOSK/ 10.Customers gives
F2F feedback to
employee after
eating.
Word of 1. Customers got 6.Customers asks 11. Customers
Mouth recommendation opinion from the recommend café to
from their friends others about the their friends and
or family. café’s food and family.
environment.
Customers’
Experience