Inclusive Approaches to Building Customer Profiles

By taking a more inclusive approach to building customer profiles, you can attract consumers from marginalized backgrounds who don’t usually see themselves as the target audience for a product.

Many businesses assume their target customers' needs through market segmentation, or “the division of customers into groups based on demographics such as age, ethnicity, gender, zip code, income level or education level.” But customer profiles can fall flat when they assume a person's interests, desires, and lifestyle based on the boxes they filled out on the census. A shortsighted customer profile strategy can make your consumers feel excluded or as though your product or service isn’t meant for them, even if they see a clear benefit from your product in their lives. By taking a more inclusive approach to building customer profiles, you can attract consumers from marginalized backgrounds who don’t usually see themselves as the target audience for a product. Here’s how you can take a more inclusive approach to your customer profiles.

Build your customer profiles based on the purpose or function your product or service is intended to provide. While most people use lotions, shave crea...

Sign up for a free membership to access this article!

Already A Member?

Scroll To Top