The best
place to start is in the channel you have biggest reach; (for example:
Facebook, Mail, webside). First you want to get the basics in place
(demographics), and you want a lot of answers to have much data to work with. I
personally make a questionnaire with about 15 questions (to get more engagement
you can always throw in a prize). The goal of this exercise is to understand
who your customers are:
- Gender
- Age
- Occupation
- Interests/hobbies
- Which social medias are most popular?
- Social status
- Are they influencers on a given subject in their family/friend-circle
When you
have all data gathered you create the average customer. Give him a name, a
face.
After you
have these basics in place - it's all about your creativity to get to know your
buyer persona even better; use focus groups/trade-shows/competitions to get
more info on:
- Buying process
- Decision making
- Favourite brands/shows/channels/celebrities
- Who are their influencers?
- What type of content do they want to see more from you?
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