You’ve been building buyer personas by interviewing customers and learning about their demographics, education, careers/jobs, companies, information sources, shopping preferences, and emotional triggers.
Sounds like enough information to finish up those personas, right?
Why? Because if you’ve been doing the interviewing, you haven’t gotten the truth about why your customers do or don’t like you.
They won’t want to tell you they love you because you might raise their prices or use the competitive knowledge against them.
They won’t want to tell you they don’t like you because you might give them bad service.
What’s the solution? Pick your ideal customers (you enjoy working with them, they’re profitable, and they value you) and have someone else interview them.