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Customer Data Checklist

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IF YOU’RE AN EXISTING BRAND WONDERING WHICH RESEARCH WILL HELP GROW YOUR BUSINESS, I SUGGEST STARTING WITH Adi’s Guide to Consumer Research for Existing Startups: Which customer data helps drive revenue growth?

IF YOU’RE A FIRST TIME FOUNDER, WE SUGGEST STARTING WITH Adi’s Guide to Market Research for First Time Founders

both available at

If you’re just looking for my checklist here it is:

Business questions that tell me how to frame the data I collect:

  1. What problems are you solving & for who?
  2. What is your brand identity & brand promise?
  3. Where did you find your first 10 customers and how did you build the level of trust needed for them to become retained customers?
  4. What do you sell & how do you sell it?

Customer lifestyle questions:

What is the ideal customer’s …

  1. Lifestyle
  2. Social status
  3. Income
  4. Job
  5. Community
  6. Choice of vacation
  7. Choice of club memberships
  8. Choice of entertainment

Customer hobby & activity questions:

  1. Are they seasonal?
  2. How often does he (or she) engage in these activities?
  3. Is the activity required (for work, school, etc.)?
  4. Do they spend money on the activity? If yes, how much and what are the payment cycles (pay per use, subscription, etc)
  5. How emotionally invested are they in the activity?

Questions to guide the content & branding decisions:

  1. Do they have any specific opinions that I can leverage or include in our marketing material, branding & ToV? Such as opinions about: themselves, social issues, political issues, fashion, family, food, business, economics, education, products and services.
  2. If there is an existing brand, how do the customers perceive the company and products?
  3. How do these products fit into their lives? Does this data indicate an opportunity to increase acquisition via a referral program or increase wallet share by adding more service / product offerings?
  4. What do current customers hope to achieve with this product or service?
  5. How does this product or service address one (or more) pain points?
  6. What objections do people have to making a purchase? Are these objections held by actual customers? (You’d be surprised by how often competitors create fake accounts to complain about your brand online).
  7. How big is the qualified available market (people who are interested in your industry category, have the financial means to purchase your product / service and are legally able to make such purchases)?
  8. What terminology & key phrases do the people within this target market use on a regular basis?

A list of some of the resources I trust & use regularly:

FREE: Secondary data

  1. Google it. You’d be amazed by how much free information can be found with the query “Data on Millennial buyers” or “Reddit + startup founder resources”
  2. Ask questions on Quora
  9. Browse & reviews
    1. If you have a product similar to those sold on Amazon, the amazon customer reviews section is a gold mine of data for you. From pictures to paragraphs, this corner of the web is a total G-d send.

PREMIUM: Secondary data

  1. SpyFu (keyword research & competitor research) – this is my favorite place to go when I start my search
  2. Trade Association Subscriptions
  3. Nielsen (example –

Primary data (these can be free or premium thanks to the rise of social media).

  1. HotJar – I gather a lot of information about user behavior here.
  2. Pick out questions from this mega-list to help you create your short list of questions for the following types of information collection.
    1. Website surveys
    2. Online quizzes
    3. Customer interviews
    4. Focus groups
    5. Customer interviews
    6. Social media polls

What’s next?

Check out my guide on how to create a powerful, effective & consistent brand

Want to read more on the topic? Checkout my two guides here:

This post was written by Adi Soozin of If you enjoyed this post and would like to see more like this: follow MD9 on Telegram, follow Adi on LinkedIn or drop your email in below to receive our weekly Pineapple Report.

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