1: What does she see?
Describe what the customer sees in her environment
- What does it look like?
- Who surrounds her?
- Who are her friends?
- What types of offers is she exposed to daily (as opposed to all market offers)?
- What problems does she encounter?
2: What does she hear?
Describe how the environment influences the customer
- What do her friends say? Her spouse?
- Who really influences her, and how?
- Which media Channels are influential?
3: What does she really think and feel?
Try to sketch out what goes on in your customer’s mind
- What is really important to her (which she might not say publicly)?
- Imagine her emotions. What moves her?
- What might keep her up at night?
- Try describing her dreams and aspirations.
4: What does she say and do?
Imagine what the customer might say, or how she might behave in public
- What is her attitude?
- What could she be telling others?
- Pay particular attention to potential conflicts between what a customer might say and what she may truly think or feel.
5: What is the customer’s pain?
- What are her biggest frustrations?
- What obstacles stand between her and what she wants or needs to achieve?
- Which risks might she fear taking?
6: What does the customer gain?
- What does she truly want or need to achieve?
- How does she measure success?
- Think of some strategies she might use to achieve her goals.