Understanding and being able to meet the needs of your target audience is essential for a business to be successful. In this workshop we'll look at different approaches to researching your market and profiling your ideal customer. The most successful businesses have a strong proposition that's carefully aligned to the needs of its customers and demand is created by the perceived value. We'll also look at pricing strategy and how different pricing models can be used to boost sales of your product or service.


  • Reasons for doing market research
  • Market attractiveness - size, growth potential, competitive intensity and market risk
  • Competitive position - customer purchasing criteria and key success factors
  • Market segments
  • Quantitive and qualitative research
  • Primary and secondary research
  • Google Trends as a market research tool
  • Customer profiling - B2B and B2C
  • Buyer persona
  • Competitor analysis
  • Determining pricing and the use of pricing models
  • Creating a survey structure
  • Using SurveyMonkey


  • Gain a better understanding of your marketplace, ideal customer and the competition
  • Be able to do more focused, targeted marketing giving you a better return on your investment in time, money and effort

Course notes are provided. Practical exercises will enable you to apply the content within your own business.