Customer base study

Customers are those whom every company looks for in any market; knowing current and potential clients is important part of any market research project – and this is what we also do.

1. We begin our Customer study with understanding of customer base in the market:

• Customer segments
• Approximate number of the customers in target market
• Approximate customer concentration (e.g. top 20 customers account for XX% of demand, etc.)

2. The next stage is identification of top (major) customers – current and likely future.  

3. Understanding of customers' decision-making processes and strategies is another important part of the research:

• Decision-making models used with customers
• Customer segmentation by decision-making model
• Product/service selection criteria with each customer group
• Supplier selection criteria with each customer group
• Drivers for purchasing from suppliers
• Key decision-makers
• Decision influencers
• Informal factors in decision-making (like corruption, etc.)
• Tendering
• Decision-making in governmental agencies, non-profit organizations, etc.

4. Understanding of product/service requirements and needs with customers is the next stage in customer study:

• Qualitative requirements to product/service asked with each customer group and the largest customers
• Perceptions of the features and willingness to pay for them
• Perceptions of suppliers relative quality and service
• Impact of the main requirements over demand structure in each customer group
• Probable shifts in requirements in next 5-10 years
• Unfulfilled needs – product/service related and supplier related