5 ways to validate your customer profiles

Your customers’ behaviour and needs may change over time

The point of customer profiles is for you to pinpoint who exactly you’re trying to target, find out what their pain points are, and how your product solves an issue for them.

However, customer profiles are not something you can create at the beginning when you start your business and then forget about. It’s important to understand the changes your customers might be going through and adjust accordingly to stay relevant and build long term relationships.

Picture the 25 year-old who regularly buys from the same fast-fashion brand.

  • Today, she enjoys dressing up in new outfits and going to bars with her friends.
  • In 1 year, she might look for more sustainable fashion brands because she’s had conversations that made her adjust her choices.
  • In 2 years, she might not enjoy going to bars as much anymore, and would rather be more comfortable and dress down a bit.

Note: If you don’t have an ideal customer yet, start with our free customer template.

Your customers’ needs and wants may change over time. It’s important to evaluate regularly (e.g. every 6 months) whether what you think you know about your customers is still relevant, and if not, make necessary tweaks.

Our top 5 methods to check if your customer profiles are still relevant:


Surveys are a collection of short answer questions that help you better understand demographics and general behaviour patters, as well as people’s feelings, opinions and thought processes.
Data is usually collected via multiple-choice, Likert scales or yes/no options. This is usually the first step in collecting information about your customers. You can conduct surveys both online or in person.

Our tip:
Physical surveys are great; you get to see who is behind those answers and take body language and facial expressions into consideration. However, online surveys are much more efficient, and can often quickly turn answers into numbers and percentages. It makes things easier for you to analyse and interpret the data you’ve received. We recommend Typeform to help you distribute your survey via a link and generate reports with ease!

You can distribute your survey to people who have ordered from you via email, your email subscriber list or social media for example. Another alternative is to ask questions and make use of polls on your Facebook feed and/or Instagram Stories.

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