As a small business owner, every decision you make can directly impact your brand and its relationship with customers. Early in my career, I learned a vital lesson about the critical importance of aligning business choices with the preferences and needs of your target audience, rather than personal preferences.

The Tale of the Unwanted Blue

Years ago, while part of a marketing team, we presented several branding options to a client for a product launch. We were confident that our eye-catching designs would resonate well with their target market. Our client, however, was not convinced.

“Why all this blue? I don’t like blue, and I don’t think anyone else will like it either.”

Despite blue being the world's most popular color—favored by 57% of men and 35% of women—it wasn't the client's preference. This color is often associated with calmness and trust, qualities imperative in many brands. Moreover, colors influence a staggering 85% of purchase decisions. Yet, our client opted for brown, a safe and conservative choice, but perhaps not the most effective for the intended audience.

The Lesson Learned

This experience was a turning point. It underscored a common trap many business owners fall into—making decisions based on personal preferences rather than strategic insights into what the audience might prefer or need:

Skimming Newsletters: "I skim through newsletters, so I shouldn't send them." But what if your audience prefers updates and insights via email?
Social Media Presence: "I don’t use that social platform, so I don’t need an account there." Could you be missing out on engaging a significant portion of your market?
Payment Options: "I only use credit cards, so I won't offer other payment methods." What if offering diverse payment options could boost your sales?
Pricing Strategies: "I wouldn't purchase it at this price, so I shouldn’t sell it at this price." Is this pricing aligned with the perceived value in the eyes of your customers?
Feedback Mechanisms: "I don't like online surveys, so I won't use them to gather feedback." Could this method provide critical insights into customer satisfaction and product improvements?

From that point on, I committed to stepping beyond my perspective. Before finalizing any decision, I now ask:

Does this align with what my target audience appreciates?
Will they embrace this service or product?
Is this price point suitable for them?

Determining Customer Preferences

Taking those questions into account, I then go a bit further. Understanding what your customers prefer requires a strategic approach and a willingness to engage with them directly. I love this process! Here are some practical methods to uncover their needs and preferences:

1. Surveys and Questionnaires Create and distribute surveys or questionnaires to gather feedback from your customers. Ask specific questions about their preferences, such as product features, pricing, and preferred communication channels. Online tools like SurveyMonkey or - my fave - Google Forms make it easy to collect and analyze responses.

2. Social Media Insights Utilize social media platforms to observe customer interactions and gather insights. Platforms like Facebook, Instagram, and X (formerly Twitter) offer analytics tools that show what type of content resonates most with your audience. Pay attention to comments, likes, shares, and direct messages to better understand your audience's preferences.

3. Customer Interviews Conduct one-on-one interviews with a selection of your customers. This method allows for in-depth understanding and provides qualitative data that surveys might not capture. Prepare open-ended questions to encourage detailed responses.

4. Analyze Purchase Behavior Review your sales data to identify trends in customer purchases. Look for patterns in what products or services are most popular, seasonal variations, and repeat purchases. This data can give you clues about what your customers value.

5. Monitor Competitors Observe your competitors and see how they engage with their customers. What strategies do they use that seem to work well? What products or services are they offering? Understanding your competition can provide valuable insights into your own customer base.

6. Customer Feedback and Reviews Pay close attention to customer feedback and reviews, whether they are left on your website, social media pages, or review sites like Yelp and Google Business Profiles. This feedback can highlight areas for improvement and reveal what customers appreciate most about your business.

Trust, But Verify

Trusting your instincts is valuable, but supporting them with thorough research and a clear understanding of your audience’s preferences is crucial. Once you have gathered enough information, analyze the data to identify common themes and preferences. Use these insights to inform your business decisions, from product development to marketing strategies. Remember, customer preferences can change over time, so it's essential to keep your research efforts ongoing and adapt accordingly. Put yourself in their shoes, and let their needs guide your business decisions.

A Final Note

If you're currently struggling with a decision concerning your business, consider this a timely reminder: Success in business comes from the harmony of intuition and a deep understanding of your market. By actively seeking and responding to customer preferences, you can ensure that your business decisions are well-informed and aligned with what your audience truly wants, leading to greater satisfaction and loyalty. Here's to making informed decisions that lead you to continued success in your business endeavors!