Know Thy Customer

I think this could be 1 of my favourite topics.

As a generally excitable person, I probably say that a lot.

But this 1 topics has led to my most profitable A/B tests and informed site designs.

The best messaging and hella profitable product launches are based on this…

Customer Research

No, not the generic ‘Sally from Sunderland, 29 and likes tea’.

The deeeep knowledge that has your audience lapping up your posts, leaping onto your waitlist and internally screaming ‘TAKE MY MONEY’.

What motivates them to buy?

What struggles are they facing each day?

By knowing these things and building up a detailed picture.

You will know exactly how your products fit into their lives

These insights are what sets you apart from your competitors.

They help you build a proper audience of fans.

And ultimately sell more of your fantastic creations.

I’m creating a beta offer that will do ALL of this work for you:

• Interviewing your VIPs - yes, actually speaking to them

• A detailed survey to newbies and die hards

• Exit surveys to understand why people are leaving

• Review and social sentiment mining

• Competitor Product sales and trends via Particl

• Data-led competitor research

  All of this spun it into an actionable list of messaging and insights.

  It will make you tear up the lame ‘target audience’ doc you have and give you a clear understanding of who your customers actually are

In the meantime, here are some light-touch ways you can get started…

REVIEW MINING

Firstly, if you’re not gathering reviews - let this be an immediate action

Next up take a nosey through your recent reviews. I know it’s nervewracking.

Note down which words or phrases come up repeatedly. Good or not so good.

Also look at the reviews of the top companies in your sector. Note down the same for them

What are the overlaps?

Where are the gaps you can jump into?

POST-PURCHASE SURVEY

Capture customers in the moment - ask them a burning question post-purchase like

“What’s the biggest reason you picked us over others?”

• Use Tally.so (2-3 questions max)

• Add it to post-purchase flows or order confirmation pages

• Use Shopify apps like Grapevine, Fairing, or Enquire Post-Purchase Survey

SLIDE INTO THE DMS

Pick 3 recent customers or ideal followers. DM with a genuine question:

“Hey! I'm doing a quick check on what made people follow us. I would love to hear what brought you here”

You’ll be surprised how many reply when it feels legit.

 Over on LinkedIn, I also talked about a slightly unhinged survey I did for a client where I asked for Shop Pay receipts…here are mine

No surprises at all - I put my money where my mouth is.

But based on this, I’m sure you can start to build a pic of me.

Parent. Cares about the environment. Supports punchy brands. Health-conscious (ish).

ON MY RADAR

In the spirit of knowing your customer - I’m HOOKED on this toffee brand’s approach.

Pretending to send rocks to people.

I’m not suggesting this extreme is for every brand but knowing who you want to attract and repel is essential for bringing people into your world

Why I love it:

They stand for something.

Real opinions and values go far.

Yes they’ve alienated a lot of people in the comments but they know who the fck they are and who they want to buy from

Politics touches everything. This brand are fighting back on the tariffs in their own special way. I love it

2 million+ views tells me it strikes a chord with others too

We could all do with being a bit better at gathering actual data on our customers.

Treating them less like numbers and more like people.

I’m here to help with that - get first dibs on the customer research offer

Have a brilliant Easter weekend with family, friends or sitting in your fave chair and chomping chocolate that you don’t have to share

Laura