Your customers are individuals with different emotions and personalities that affect their buying decisions. Clearly identifying who your customers are is the most effective way to focus your marketing effort and increase sales.

Participants will understand the key components:

- Identifying the questions to ask about buying behavior
- Identifying different sources of data about your customers
- Describing how to use data collected to create a description of your customer
- Describing the kinds of changes you might make to your business as a result of your research