Desk Research
Most likely, retrieving information on customers from home, takes place at a
desk. You have access to a PC, internet, phone, directories, newspapers
and other sources of information.
By a systematic utilisation of the internet you can find most of the
information you need to gain an impression of your customers. Practically
all companies have a website packed with information about themselves. If
you are still short of information you can call the company and request
brochures.

Retrieving consumer information is slightly harder, but some business
school's web sites may offer consumption pattern analyses. Trade
associations may also hold data useful to your company.

Field Research
Not all information is accessible from your desk. Usually you will have to
supplement the information by field research. Most companies, new and
old, will get invaluable information about their customers by asking a few
simple questions.

It does not take a fancy detailed questionnaire study. All you need to do is
select ten companies or consumers potentially interested in your product.
Prepare 5-10 questions identifying your problem and frankly tell the
interviewee why you are asking the questions. You will normally be met
with great helpfulness.

It can be an odd feeling asking chance passers-by for help. But it is worth
the embarrassment because it makes it a lot easier to run your business
afterwards. Your consequential level of customer knowledge increases
considerably.

You will gain so much information about your potential customer if you talk
to five potential customers. It can make the world of a difference.

Do you have the nerve to go and talk to the potential customer?

Consumers
Usually, there is a notable difference in purchasing patterns between
consumers and corporate customers. Below is a tool for a peep into the
mind of a consumer.

Generally, consumers are less rational than corporate customers when
deciding which product to buy. Four principal factors influence a
consumer's choice of product/service:

1. Cultural factors - subculture, social class, religion, nationality etc.


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