CUSTOMER PROFILING

C R E A T I N G C U S T O M E R P R O F I L E S
 METHODS OF CUSTOMER
PROFILING

CONTENTS DEMOGRAPHICS

PSYCHOGRAPHICS

TECHNOGRAPHICS
1 WHAT IS CUSTOMER
PROFILING?
 Customer profiling is simply an
evolved way of managing
customers and prospects, which
understand and predict customer
requirements. Instead of just
maintaining multiple customer
contacts, you can understand the CUSTOMER
PROFILING
specific needs of each customer.
 WHY PROFILE YOUR CUSTOMERS?

 Customer profiling will help you to understand your

customers, highlighting who they are, what they
look like, their interests and wants. This insight will
help you to recognise your customer’s
characteristics, behaviour and traits. Having a better
understanding of your customers, you will
understand what they are interested in and will be
able to communicate with them more effectively.
WHY
HOWPROFILE YOUR
TO PROFILE CUSTOMERS?
YOUR CUSTOMERS?

 Quantitative interviewing methods such as telephone, face-to-face and

online surveys are the ideal way of capturing demographic and
psychographic insight into your customer. We typically recommend sample
sizes over 1,000 as this allows for more elaborate analysis and customer
segmentation. It is well known that the quality of the research is only as
good as the expertise that goes into writing and developing the
questionnaire.
 With hundreds of years of collective experience our survey experts can
help you create the optimal questionnaire and ensure all important areas
of interest are covered. (If you have budget, always consider starting the
process with a qualitative research study such as focus groups in order to
develop ideas and hypotheses about who your customers are).
METHODS OF CUSTOMER PROFILLING

DEMOGRAPHICS PSYCHOGRAPHICS TECHNOGRAPHICS

 DEMOGRAPHICS

 Demographics is the practice of identifying

groups of people in a population by their
characteristics.
 It is common for a business to use
demographics as a target market and/or
target audience. The following are common
types of demographics.
How Demographic Information Is Used?

Most large companies conduct demographic research

to determine how to market their product or service
and best capture the target audience. It is valuable to
know the current customer and where the potential
customer may come from in the future. Demographic
trends are also important, since the size of different
demographic groups changes over time as a result of
economic, cultural and political circumstances.
 How do you Demographic Information?
 Demographic information examples include: age, race, ethnicity, gender, marital
status, income, education, and employment. You can easily and effectively
collect these types of information with survey questions.

 Where do you live? What do you do? How much do you earn? Pardon the
personal questions, but gathering demographic information from questions like
these is a great way to better understand your audience.

 Demographic information allows you to better understand certain background

characteristics of an audience, whether it’s their age, race, ethnicity, income,
work situation, marital status, etc. By asking demographic questions in surveys,
you can gather demographic information about current and potential customers
at scale, and in turn, help you design a market segmentation strategy to reach
the right clients.
PSYCHOGRAPHICS

 Psychographics is the study of personality,

values, attitudes and lifestyles.
Psychographic segmentation involves
dividing a market into segments based
upon different personality traits, values,
attitudes, interests, and lifestyles of
consumers.
Psychographics are typically used alongside demographics
by businesses to create a detailed understanding of the
customer and customer segments within the market for
marketing purposes. When a complete profile of a person
or psychographic make-up is constructed, this is called a
“psychographic profile” which is often illustrated as an
amalgamation of pictures, words, attitudes. Psychographic
profiling is used in market segmentation as well as in
advertising. Some categories of psychographic factors used
in market segmentation include:

 Activities and interest

 Attitudes and behaviours
 Values and beliefs
 EXAMPLE OF PSYCHOGRAPHICS

The table below shows the demographic and characteristic of a

female gym goer :
TECHNOGRAPHICS

 Technographics is the profiling of

target accounts based on their
technology stack.
 Much like demographics and
psychographics, technographic
profiling is a criteria built upon
the technology they use.
Collecting Technographic Data

 Historically, the collection of technographic data was

conducted through two mediums:

 Surveys: Cold calling and sending email surveys is a sure-

fire way of generating qualitative data. The problem is it’s
not scalable. Asking such questions can also come across
quite intrusive, which may end up hurting your brand in
the long run.
 Scraping: Thanks to scraping tools, it’s possible to scour a
website’s source code for an indication that it’s using
certain technologies. The downside is it’s impossible to
get a complete profile of a company’s tech stack this way,
as not all software platforms leave this kind of signature.
Technographic Benefits

 Demand generation: Identify companies that use a combination of

technologies to hyper-target your demand generation efforts. Reach
out to organizations and show them how your solution brings the
features of several tools under one roof.
 Win market share: Using technographic data can help you to uncover
new markets previously undiscovered. Identify your competitors and
use technographics to identify their customers to win them over.
 Upselling opportunities: Similarly, uncover technologies where your
product or service offers a complementary solution. Use this data to
upsell on third-party technologies target accounts have already
invested in.
Technographic Benefits

Sales calls: Prioritize your cold calling efforts by

uncovering the accounts that will make the biggest
impact. Profile existing companies with high deal size
and short sales cycles, pick up the phone and get
closing.
Paid media: Create ads that target the users of
specific tools and technologies. Tailor the message
and ad creative to increase brand awareness and
boost the conversion rates of your ABM ads.
SUMMARIZE OF THE METHODS

DEMOGRAPHIC
PSYCHOGRAPHIC TECHNOGRAPHIC
 AGE
 GENDER  ATTITUDES Use of
 EDUCATION  VALUES
LEVEL  PERSONALITY
Technology
 INCOME LEVEL  LIFESTYLE Advance
 OCCUPATION  INTERESTS/HOBBY Marketing
 FAMILY LIFE  HUMANISTIC
 GEOGRAPHIC PERSONA
LOCATION
ALSO, SWOT ANALYSIS IS IMPORTANT IN C.P.

STRENGTHS OPPORTUNITIES

S
O
WEAKNESSES
W THREATS
T
 THANK YOU!
P re s e n te d BY : RO L A ND C A DAVON A A N D C L A R E N C E R A M E L , 1 2 - S T E M