You will need to conduct research on the market you plan on targeting in order to understand the issues and trends affecting that customer. Ultimately your project's target market is looking for you to solve a problem for them. Always keep this in mind.
How to get started: Use the industry research resources identified on the Environmental Scan & Industry Research page of this guide. Also read B2B (business-to-business) market research to understand the industry.
Other resources: Consider reading current trade journals within the customer's industry to identify current issues, trends, and concerns. This may also help you identify customers.
Identify a company you would like to target in order to create your persona.
Trade publications exist to provide current information to people within an industry or profession. Use keywords to search for relevant articles (for example: "footwear manufacturing" AND operations). You can also search these databases using NAICS codes.
Useful in sales forecasting and finding trends with existing or new customers.
Business Costumers: Select US Businesses database. Choose Advanced Search. Set selection criteria.
Consumers: Select US Consumers/Lifestyle databases. Choose Advanced Search. Set selection criteria.
Text Alternative for Web Accessibility Prezi Presentation
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.
Tutorials
How to find consumer demographics for brands and products using Simmons Oneview. (~8 minute video).
How to find b2b buyer demographics using Simmons Oneview (PDF)
