Before diving into how customers make purchase decisions, you need to identify who they are. Here are the characteristics you should include in your buyer personas:

• Age
• Gender
• Location
• Job title(s)
• Family size
• Income

Playing an essential role in market research, Competitor research helps you uncover the market trends. It lets you examine who your competitors are, what products/services they’re offering, and at what price.

Get in touch with your existing customers to understand their experience with your product/service, how is it helping them and what they’d further expect from you. To dig deeper into their concerns, you can conduct individual interviews of your target audience.