How to find out what your customers want ?

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28 Nov , 2022

You might think that if you sell a product, serve a specific niche, or operate in a specialized market that you know exactly what your customers want. 

But despite their apparent specialist knowledge and familiarity with their target audience, the majority of businesses fail to understand exactly what their customers need, want and value from their products. 

That’s because getting to grips with what your customers want involves more than just asking them directly. There are many subtler methods of discovering exactly what your customers want from your business and how you can meet those needs better. 

Read on for our expert advice on how you can find out what your customers want from you.

Run user research tests

User research tests are crucial in learning what your customers really think and feel about your product. You can then use this information to inform your product development, marketing strategy and future product roadmap. 

User research tests can take many different forms, depending on what you want to learn and the format your business uses. You can run surveys, usability tests, interviews, focus groups and more. If your business sells online, you can also conduct online surveys to help you recruit the right participants for your research at scale. 

Tools like SurveyMonkey, Qualaroo and Typeform are great for this, with built-in scales like a customer satisfaction survey or a user satisfaction questionnaire.

Ask your customers

The best way to find out what your target market want is to ask to your customers directly. You can do this through a variety of channels, from customer surveys to email queries and social media posts. 

Some channels are better than others for specific types of questions, so choose wisely. Email surveys are a great way to gain insight into what your customers want from your business. 

They can be more targeted than social media posts and can be sent to a large sample size of customers with minimal effort. Make sure you have a plan for what you’re going to do with the information you collect and that you’re only targeting people who have an interest in your business. 

Surveys sent via social media posts can be an effective way of getting feedback from your audience and clearly identify your customer persona. However, the responses you receive may be more reflective of people’s feelings than their thoughts on your products. 

Always be sure to engage with your audience as you would in any other communication.

Watch how people use your product

If you’re in a B2B business, you can tap into your customer base to conduct a form of user research by observing how they actually use your product. If you manage an analytics platform, you can also see how customers interact with your product whenever they’re using it. 

You can use this information to see what difficulties your customers are having with your product or what they’re struggling to do. This can be a great way to see if there are any obvious pain points and where you can improve your product. 

If you manage a live chat platform and have customers using it, you can also tap into their usage patterns to see how they’re interacting with your product and where you can make improvements. 

This could include things like seeing how long customers are waiting for responses from your agents or the number of people who are abandoning the conversation.

Establish benchmarking baselines

If you’ve sold your product for a number of years, you’ll have a baseline for how many purchases you receive over different periods of time. 

This can be a great way to establish how many customers you’re currently serving and how many you’re not. This can help you identify certain times of the year when you may need to ramp up your marketing efforts or certain times when you may be missing out on potential sales. 

It can also help you see how your business has changed over time and whether you’re missing out on any segments of your audience.

Check the competition

If you operate in a highly competitive environment, you can learn what your customers want by checking out the competition. This can help you understand your customers’ likes, dislikes and desires better. You can also use the competition to benchmark your performance against theirs to see how you measure up. This can help you understand what your customers want from your product and how you can exceed those expectations.

Leverage your consumer data

If you sell to consumers, you have access to a wide variety of data about them. You can use this data to understand exactly what your customers want from your product and how you can improve upon it. 

This could include things like analyzing your customer reviews, running data visualization exercises, or conducting surveys based on your existing consumer data. By analyzing your customer reviews, you can see what aspects of your product or service they like and dislike. 

You can then use this information to inform your product development strategy and future product roadmap.

Learn from your employees

If you employ people in your business, you have a unique opportunity to learn what your customers want by closely observing how your employees interact with customers and each other. 

This can help you identify potential areas for improvement within your product or service. It can also help you understand what your customers want from your product or service by providing you with an inside look at how your employees approach their jobs every day.

Combine everything you’ve learned

As you sift through each of the above methods, be sure to combine the information you’ve gathered. This will give you a holistic look at your customers’ wants and needs. 

By combining the data you’ve collected from each method, you can get a more accurate picture of what your customers want from your product or service. 

This will help you create a better product and meet your customers’ needs better. This information can help you inform better product development, marketing strategy, and future product roadmaps. 

It can also help you identify areas for growth and where you can serve your customers better.