Ideal Customer Profile Kit

Your Personalized Questions and Customer Profile Template


Physical Product & eCommerce

Here's everything you need to create your own ideal customer profile.

To create an ICP, you need to conduct customer surveys, so start by picking 7-10 questions from your personalized list of questions below. Choose the ones that will have the most impact in how your company deals with its customers.

Then, check out your ICP templates. See what an ICP for your field should look like, then fill in the blanks to create an ideal customer profile that is practical for your team and your business.

Your questions

Click here for a downloadable version


Demographics and personal data:

  • What’s your age group?
  • What’s your highest education level?
  • What do you do for work?
  • What’s your gender?
  • Are you married?
  • Do you have children? What age groups are they in?
  • Where do you live?
  • Where do you do most of your shopping?
  • What is your current financial status?
  • Who in your family handles the finances?

Major influencers and online behavior:

  • Which social media platforms do you use every day?
  • Which social media platforms do you use on a weekly basis?
  • Where do you go for information to solve problems related to [type of product]?
  • Where do you search for new [type of product]?
  • Have you ever clicked on an online ad for a product? If so, did you purchase it?
  • How would you search for a local store to buy [type of product]?
  • Do you prefer to shop for [type of product] online or in-person?
  • Has COVID-19 changed this preference?

Pain points:

  • How many times have you come across [a type of issue related to your product] that you couldn’t solve on your own in the last year?
  • What’s your family’s biggest challenge when it comes to [type of product]?
  • Before purchasing [product], what was your biggest [type of product] challenge?
  • Did you have a deadline to overcome that challenge?
  • How has [your product] helped you overcome that challenge?

Price sensitivity:

  • How much budget do you have for [type of product]?
  • At what price would you consider [type of product] to be so expensive that you would not consider buying it?
  • At what price would you consider [type of product] to be so cheap that you doubt the quality?
  • At what price would you consider [type of product] to be somewhat expensive, but still an option?
  • At what price would you consider [type of product] to be a great deal?
  • How would you rate shipping costs from our store?

Decision factors and purchase process:

  • Where did you first hear about [product]?
  • Why did you decide to purchase from us?
  • Did you use another [type of product] provider before? If so, why did you switch?
  • How did you decide what [type of product] you needed?
  • How would you rate the checkout experience?
  • How would you rate the shipping experience?

Common objections:

  • What main concerns did you have about purchasing [type of product]?

Use of your product:

  • How often do you use [type of product]?
  • Who else in your family uses [type of product]? How often do they use it?
  • What did you hope to accomplish when you purchased [type of product]?
  • Did the product live up to your expectations?
  • How does our [product] help your family?
  • How does our [product] benefit you as an individual?
  • How often do you purchase [type of product]?
  • How often do you make purchases from our store?
  • What are your favorite products?
  • Which products didn’t live up to your expectations?

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