An Overview of the Research Process
The persona represents the person you are going to be selling to. When selling to businesses you are still needing to sell to an individual and it's important to understand what they care about in their position at their company as well as appealing to who they are as a person. This means also researching their likely habits, values, psychographic profile, media usage and trends.
Example: John Smith has an annual income of $100,000.1
1. "Demographic Profile: Business Purchasers making decisions over $5000 a year,” 2023, Spring 2021 NHCS Adult Study 12-Month, MRI Simmons
MRI Simmons (Formerly Simmons Insights) allows you to find information that can help you develop a demographic profile of your customer. It can be used for both B2B and B2C buyers. Below the database link is a detailed tutorial on how to interact with the Simmons Insights database while creating a B2B demographic profile, followed by links to shorter videos on other topics.
How to create a demographic profile
(Example shows how to make one for someone who makes business purchase decisions at work but can be used for also consumer and brand related queries)
Section 4: Sources for B2C Market Research