• Tom Herman

"We Were Heads-Down, Trying To Get Our Product To Market"

The founder said this almost apologetically.


Recounting a recent meeting with investors,


He was asked to describe the brand’s ideal customer.


And explain why customers choose his product over the competition.


He had no real answers - and didn’t try to fake it.


He admitted they’d been 100% focused on the product - and not on the customer.


Product development, manufacturing, marketing, and fulfillment took every bit of their attention and energy.


Fortunately, they had created a compelling product and saw promising retail and DTC results.


But now, with a need to optimize marketing and expand distribution,


It’s time to focus on understanding the customer.


We’ll be identifying their loyal customers using customer transaction data,


Conducting in-depth customer interviews,


And surveying customers to gain clarity around:


✅ Challenges and pain points

✅ Wants, needs, and desired outcomes

✅ Beliefs and values

✅ Motivations and buying triggers

✅ Purchase behaviors

✅ Demographics and psychographics

✅ Media usage and preferences


And more.


It’s never too late to understand your customers deeply.


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When you're ready to use customer insights to improve and grow your business - reach out, we can help.