Get closer to your ideal customers with our free customer avatar template 

Use this template as a starting point to create your ideal customer avatars.  Pick and choose the questions you’d like to use from the list below.  Not all will be appropriate for your business, brand or product.  

To answer the questions, a great place to start is with your own data. Alternatively, you can commission research. Interviewing your ideal customers can uncover their pain points and explore how your product/ solution / event or experience can deliver real value. 

ChatGPT can be helpful, If you don’t have any data. Before using ChatGPT or another Large Language Model ‘LLM’, check your company policy is around its use. Never disclose confidential or commercially sensitive information.  LLM’s can make mistakes.  Check important information for accuracy and be mindful of bias. Tailor your avatar information to fit your ideal customer and your brand too.  

Brands that put customers at the heart of their business outperform those that don’t.  Learning more about your ideal customer improves the performance of your campaigns through optimised targeting.   

Here's the downloadable version.

Customer avatar questions

1.0 Demographics

Characteristics such as age, sex, income of a specific group of people

1.1 What is their name?

1.2 What is their gender identity?

1.3 What country and city do they live in?

1.4 Do they own their home, rent or other?

1.5 What is their nationality?

1.6 What is their ethnicity?

1.7 What is their religion?

1.8 What language/s do they speak?

1.9 What is their age range?

1.10 What is their education level?

1.11 What is their profession?

1.12 What is their job title?

1.13 What is their relationship status?

1.14 Do they have children, and if so, how many?

1.15 What is their industry?

1.16 What is their company size?

1.17 How many people work in their company?

1.18 Are they a self-funded or funded startup?

1.19 What funding stage is their startup?

1.20 What is their Income range?

1.21 Do they work from home, in an office or hybrid?

1.22 When does their financial year start and end?

2.0 Psychographics

Your ideal customers' opinions, interests, and emotions

Technology 

2.1 What mobile devices do they use?

2.2 What browser do they use?

2.3 What apps do they use the most and why?

B2B

2.4 What computer operating system do they use?

2.5 What cloud computing provider do they use and why?

2.6 What software do they use and why?

2.7 When does their financial year start and end?

2.8 How much do they spend per month (or year) on X?

2.9 How often do they review suppliers?

2.10 Who else is involved in decision-making to review suppliers?

2.11 How factors influence their buying decisions; speed, quality, cost or brand 

reputation

2.12 What associations do they belong to?

2.13 What social or private members' clubs do they belong to?

2.14 What experts, influencers and gurus do they follow?

2.15 What trends are they impacted by or interested in?

2.16 What charities or causes do they support and why?

Payments

2.17 What payment terms do they have?

2.18 Do they prefer monthly, quarterly or annual payments?

2.19 How do they pay for goods and services?

Personality and goals 

2.20 What are their short and long-term goals?

2.21 What is their personality type? 

2.22 What colour would they be?

2.23 If they were an animal, what would they be?

2.24 If they could go out for dinner with anyone in the world, who would it be and

why?

Interests

2.25 What do they enjoy doing in their spare time? 

2.26 What activities do they do regularly to support their health, fitness, and 

wellbeing?

2.27 What events do they go to?

2.28 How many tickets do they buy a year, and from which platforms

2.29 Do they play sports, and if so, which one/s?

2.30 Do they teach or coach any sports, and if so, which ones?

2.31 Do they watch football, rugby, cricket, boxing, motorsport? 

2.32 Which team sports do they support and why? 

Training 

2.33 Do they have a business coach or mentor, and if so, who is it?

2.34 Do they mentor or coach anyone?

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3.0 Behavioural

Media 

3.1 What social media channels do they use and why?

3.2 What days of the week and times of day do they use social media?

3.3 Do they actively comment, like and share on social media or prefer to be 

more voyeuristic

3.4 How do they search for information?

3.5 What websites do they visit the most and why?

3.6 What publications do they read?

3.7 What books do they read?

3.8 Do they prefer written, video or audio content?

3.9 What are their favourite TV programs?

3.10 How do they watch their favourite TV programs?  

3.11 What podcasts do they enjoy?

3.12 What music do they listen to?

3.13 How do they listen to music?

3.14 What streaming services do they use and why?

3.15 What radio stations do they listen to?

3.16 What factors influence their purchasing decisions; price, quality, brand 

reputation?

3.17 What is their preferred method of communication?

3.18 Where do they look for recommendations?

3.19 Who would they speak to for a recommendation?

3.20 Do they buy music, and if so, where from?

3.21 How do they find out about new music?

3.22 Do they like to research information autonomously or speak to 

a person or both?

3.23 How often do they use the product, and in what context?

3.24 How many touchpoints do they have with a brand before they buy?

3.25 What does their typical day look like?

Food and drink

3.26 What is their dietary preference?

3.27 What is their favourite food and drink?

3.28 Which is their preferred supermarket?

Transport

3.29 What is their preferred mode of transportation?

3.30 Do they have any pets?

4.0 Pain points

4.1 What keeps them awake at night?

4.2 What is their biggest problem or frustration?

4.3 What products or solutions have they already tried to fix their problem?

4.4 What competitor products would fix their problem and why?

4.5 How does your product fix their problem?

4.6 What competitor products would fix their problem and why?

4.7 What do they dislike about your product?

4.8 What do they like about your product?

4.9 What would put them off using your product?

4.10 What would increase their use of your product?

4.11 Why would they recommend your product to a friend or colleague? 

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