Customer Profile Template
Profile Name____________________________________________
The following template will help you create customer profiles (or avatars) for your business. Before you
begin, you’ll need to define the type of customer you’re profiling. It can be
your most loyal customers
,
your millennial

or baby boomer customers
, customers who
are fans of a particular product
, etc. These
are just a few ideas. Get creative, and don’t worry- you can change this later.
Part 1: Demographics
1. What is the typical age range of this customer? _________________
Keep the span of this age range to 20 years or less, else you may be trying to squeeze customers
together who would instead be better-suited in their own group.
2. What is their gender? _________________
Choose male, female or both/not applicable. If your profile includes both men and women, make sure
your product and marketing materials are, in fact, gender-neutral. Otherwise, break this out into two
separate profiles - one for men and one for women.
3. Where do they live? _____________________________
Pinpoint a specific city or neighborhood. Do they live in a single-family home, apartment, condo or
townhouse?
4. What is their race or ethnic origin? ___________________
Though not always relevant, race/ethnicity can be important for some businesses like supermarkets and
restaurants that specialize in certain cuisines.
In the space below, add any more relevant demographic detail.
Some examples might include: Do they have a specific body type or hair color? Do they drive a
particular car?
Customer Profile Template
Part 2: Sociographic
Socioeconomics are the attributes related to household income, education, occupation, neighborhood,
and association memberships. You will want to gather this data so that you can insert it as part of your
customer profile.
1. What is their occupation? _______________________
If you can’t get specific, think broader categories: Office jobs, hospitality, work outdoors, medical,
construction/labor, self-employed, etc.
2. What is their household composition? _____________________________________
Are they single, married or cohabitating? Do they have children and if so, how old are they? Do any other
adult family members live in the house? Do they have pets?
3. What is their household income? _____________________________________
How much income is this household averaging? Is it a single income, or are multiple people in the
household contributing?
4. What is their level of education? _______________________
Some high school, high school, some college, undergraduate or postgraduate
Part 3: Psychographics
Psychographics involve the mental characteristics of your customers: Their goals, beliefs, motivations
and anxieties. This generally takes a bit more research than demographics since you’ll need to speak
with customers to find these answers.
1. What is their religion or personal spiritual beliefs? ______________________________
This pertains to organized religion, like they belong to the Catholic Church or they are Orthodox Jews.
2. What are their hobbies/interests? __________________________________________
You might say sports, pop culture, politics, art, outdoors, theater, etc.
3. What are their favorite TV shows? _________________________________________
Or, if TV isn’t relevant, list their favorite movies, books, albums, websites, etc.
Customer Profile Template
4. What problem are they solving by using your product/service? ______________________________
Try to think less literally (i.e. they eat at my restaurant to solve hunger) and more about the specific
motivations that bring them to your business (i.e. they need a healthy fast-food option they can use on
their short lunch break)
5. What are the concerns or anxieties the customer may have about your business? ______________
Following the same example, this customer is concerned about long wait times and unhealthy foods that
lead to a wider waistline. Other examples might be concern about high price, dishes they’re not familiar
with, overcrowded interior, etc.
6. What are some of the potential turn-offs that would make the customer not return to your business?
____________________________________________________
Aside
from
their
bigger
anxieties,
what
smaller
incidents
can
be
offputting
to
this
customer?
Are
they
off-put
by
a
dirty
floor
or
table,
a
shared
eating
table,
stale
bread?
7. What
would
make
this
customer
recommend
your
business
to
a
friend? _______________________
On
the
flipside,
what
are
some
of
the
elements
that
would
make
the
customer
especially
excited
about
your
business?
8. How
much
are
they
willing
to
spend
on
your
type
of
product? _______________________________
Also
consider:
How
frequently
do
they
purchase
it?
Do
they
purchase
for
only
themselves,
or
other
people
as
well?
Would
they
be
willing
to
purchase
more
frequently
if
there
were
lower-priced
options?
9. List
any
more
important
psychographic
details: __________________________________________
I.e.
What
are
their
political
beliefs?
What
is
their
physical
style
&
fashion?
What
are
they
planning
for
the
future
(Hoping
to
start
a
family?
Retire
soon?
Travel?)
Part 4: Put Your Customer Profile to Use
Now it’s time to pull everything together and start creating plan. How are you going to market to this
customer, and what products are you going to sell to them?
1. What are the best ways to reach this customer? ____________________________________
I.e. TV, radio, newspaper, Facebook, Twitter, Pinterest, Yelp, in-store promotions, sidewalk
promotions, etc.
Customer Profile Template
2. What types of promotions are going to engage this customer? ______________________________
Are they going to be encouraged by coupons/discounts? If so, how much? Do you need to focus more on
other promotions like new products or seasonal products/events?
3. What types of promotions are NOT going to engage this customer? __________________________
Along the same lines: Is there a specific channel or promotion that will not work for this customer? Should
you avoid direct mail or Facebook advertising?
4. What new products are going to interest this customer? ___________________________________
Do they prefer a particular product/service? What potential changes could you make to
encourage them further?
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