Understand Customer Demographics and Psychographics

• It is important for marketers to understand both the demographics and psychographics of their target market. Demographics are quantitative characteristics such as age, sex, income level or geography. Psychographics are lifestyle characteristics such as attitudes, interests and opinions. A clear understanding of the target market is a starting point for identifying the communication tools that are most likely to reach that audience, and for creating key messages designed to compel the audience to some desired action.
  
  

Conduct Qualitative and Quantitative Research

• Rather than making assumptions about their customers or potential customers, marketers can benefit from market research designed to provide them with both qualitative and quantitative inputs to aid in their decision-making. Qualitative information is a starting point for research and generally involves such activities as casual observation or focus groups. While qualitative information can be useful, because it is not based on statistical evidence it should not guide major decisions. Instead, quantitative research, which is based on scientific sampling methods and analysis of results attained through efforts such as surveys, can provide more reliable information.
  
  

Establish Listening and Learning Methods

• While surveys can be a useful way of gathering information, marketers should also consider methods that can be used on an ongoing basis to listen to their audiences and learn about their interests and preferences. Listening and learning methods may include such things as in-store polls or suggestion boxes, monitoring local "letters to the editor" or comments posted online in various consumer groups. In addition, personal interactions between staff members and customers can provide an ongoing source of information and insights about the consumer market.
  
  

Be Alert to Environmental Changes

• Customer needs change, new competitors emerge and sometimes existing competitors go away. The economy, industry shifts and technology are additional sources of environmental change that can impact customer demand. Marketers need to stay on top of environmental changes that may be both internal and external and adjust their marketing activities accordingly. For example, internal changes in employees (increasing turnover, for instance) may signal the need to monitor quality output or service levels more closely. External changes that may involve new competitors may signal the need to reposition the product or service in the marketplace.