How to identify your target customer
Why identifying the target customer is crucial
Without a clearly identified target customer, marketing remains inaccurate, costly, and difficult to assess. While a business may be 'targeting the market', it essentially doesn't know who, with what, and why.
Target customer is not everyone who could buy the product, but those who:
have a specific need,
are willing to pay for a solution,
actively decide between available options.
Simple method: who – where – what they need – how they buy
This method allows you to describe the target customer in a structured way without complex analyses.
1. Who is your customer
Focus on a specific group, not a general designation.
type of client (self-employed, company, individual),
demographic characteristics (age, role, company size),
decision-making authority (who actually decides on purchase - owner, manager, specialist).
The more precise the answer, the better the offer and communication can be tailored.
2. Where are they located
'Where' means not just geography, but the context of customer movement.
online channels (search, social media, professional websites),
offline environments (branches, fairs, personal recommendations),
situations where they solve a problem.
3. What they actually need
The customer is not looking for a product, but a solution to a specific problem or need.
Identify:
a specific problem or need,
the expected outcome,
barriers preventing them from solving the situation.
Need is always more important than the product's function itself.
4. How they buy and decide
Understanding buying behaviour significantly increases marketing effectiveness.
decides quickly or compares over the long term,
prefers personal contact or self-service solutions,
reacts more to price or to certainty and simplicity.
What to watch out for
too broad a definition ('for everyone'),
confusing target customer with the end user,
descriptions without relating to real behaviour and decision-making,
ignoring the economic return of the segment.
How to create a basic ideal client profile
The ideal client profile (ICP) summarises key characteristics of the customer for whom your offer provides the greatest benefit.
Basic structure of the profile
Characteristics: role, size, experience
Main goal: what they want to achieve
Problem: what hinders them from their goal
Purchase motivation: why they should choose you
Decision criteria: price, time, simplicity, trust
Profile should be concise, specific, and practical. If it cannot be used when writing an offer or website, it is too general.
Practical real-world examples
Service for small business owners
Who: self-employed without accounting background
Where: online, when searching for administrative solutions
Need: to issue a correct document quickly without studying legislation
Buying behaviour: prefers simplicity, tries the tool independently
Marketing focuses on time saving, clarity, and low risk of errors.
Consultancy services
Who: owner of a small company in growth stage
Where: professional articles, recommendations, networking
Need: gain overview and confidence in decision-making
Buying behaviour: takes longer to decide, requires trust
Communication builds on expertise, references, and clear explanation of benefits.
How to work with the target customer profile long-term
The ideal client profile is not a static document. It should be:
regularly verified based on real contracts,
adjusted with developments in the offering or market,
used as a filter for marketing and business decisions.
If you are unsure who to choose as your target customer, start with the one you can express the value of your work to most convincingly in one sentence.
Detailed checklist for defining target customers
Use the following checklist when creating or revising a profile:
What problem does the customer regularly solve?
What solution do they use today and why does it not meet their needs?
What are their purchase concerns (price, change, risk)?
Who influences their decision?
What is the ideal outcome after using your service?
What form of communication do they prefer (data, stories, references)?
