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Customer/Audience Research

Customer Preference Mapping

use this prompt when:

  • You need to align your product features or service offerings with what your target customers truly value
  • You’re planning to enter a competitive market and need to identify untapped customer preferences
  • Sales have plateaued and you need to understand how to better differentiate your offering
  • You’re developing a new product or service and want to prioritize features based on customer preferences
  • You need to refine your positioning strategy against specific competitors in your market

The prompt

Create a customer preference map for <product/service category> in the <industry> market based on the priority needs of <target persona>. Identify the key attributes these customers consider when evaluating options, the relative importance of each attribute, and their willingness to make tradeoffs. Position <business name> and key competitors on this preference map to identify areas where our offering is strongly or weakly aligned with customer preferences. Recommend product enhancements or repositioning strategies to better address the high-priority customer preferences of <key preferences>.

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How to customize

Customer Preference Mapping
Variables
Description
Variables
product/service category
Description
Specify the type of product or service you're mapping (e.g., skincare products, meal subscription service, fitness apps)
Variables
industry
Description
Define the specific industry or market segment you're operating in (e.g., luxury beauty, direct-to-consumer food, wellness technology)
Variables
target persona
Description
Describe your primary customer segment with relevant demographics, behaviors, and psychographics (e.g., health-conscious millennials in urban areas, busy working parents, sustainability-focused Gen Z consumers)
Variables
business name
Description
Enter your brand or business name that will be positioned on the preference map
Variables
key preferences
Description
List specific high-priority preferences you want to focus on improving (e.g., ingredient transparency, customization options, delivery speed)

Example Output

Customer Preference Mapping: Natural Skincare Products

 

Key Customer Attributes & Importance Ratings

Based on analysis of target persona (environmentally-conscious millennial women, 25-38, urban, income $60K+), the following attributes drive purchase decisions for natural skincare:

  1. Ingredient Transparency (9.2/10)
    • Chemical-free formulation
    • Clear disclosure of all ingredients
    • Sustainably sourced ingredients
  2. Visible Effectiveness (8.8/10)
    • Results within expected timeframe
    • Before/after validation
    • Consistency of results
  3. Ethical Production (8.5/10)
    • Cruelty-free certification
    • Fair trade practices
    • Low environmental impact packaging
  4. Sensory Experience (7.9/10)
    • Pleasant texture/absorption
    • Natural fragrance profile
    • Premium feel during application
  5. Price Value Perception (7.4/10)
    • Premium but accessible pricing
    • Size/quantity aligned with price point
    • Durability/longevity of product
  6. Brand Authenticity (7.2/10)
    • Consistent brand story
    • Founder connection/visibility
    • Community engagement

 

GLOW Beauty’s Current Position:

  • Strong alignment: Ethical production, brand authenticity
  • Moderate alignment: Ingredient transparency, sensory experience
  • Weak alignment: Visible effectiveness, price value perception

 

Key Competitor Positions:

  • Competitor A (Pure Elements): Dominates in ingredient transparency and visible effectiveness
  • Competitor B (EarthGlow): Leads in ethical production and sensory experience
  • Competitor C (Verdant): Strongest in price value perception and moderate across all attributes

 

Trade-off Analysis

Your target customers demonstrate willingness to:

  • Pay premium prices (+15-20%) for products with complete ingredient transparency
  • Accept less luxurious packaging if it means more sustainable materials
  • Trade immediate results for long-term skin health benefits, but only with scientific validation

 

They are unwilling to compromise on:

  • Cruelty-free certification (absolute requirement)
  • Products containing specific chemical ingredients (parabens, sulfates, synthetic fragrance)
  • Brand authenticity (quick to reject perceived “greenwashing”)

 

Strategic Recommendations

  1. Product Enhancement Priorities:
    • Develop clinical testing program to demonstrate product effectiveness with clear metrics
    • Redesign packaging to highlight complete ingredient transparency (potentially with QR code linking to sourcing information)
    • Create smaller, more affordable “trial” versions to improve price value perception
  2. Repositioning Opportunities:
    • Shift messaging to emphasize the scientific research behind natural formulations
    • Create visual education around the visible effectiveness timeline to set realistic expectations
    • Develop comparative content showing GLOW’s ethical standards versus competitors
  3. Competitive Advantage Strategy:
    • Leverage your strong ethical production reputation while closing the gap on ingredient transparency
    • Create a “transparency pledge” program that goes beyond industry standards
    • Implement a customer results documentation program that builds visible proof of effectiveness

 

Implementation Timeline

  • Immediate term (0-3 months): Messaging and packaging refinements
  • Mid-term (3-6 months): Trial size product launch and transparency program
  • Long-term (6-12 months): Clinical testing program and results documentation

Pro tips

Customer Preference Mapping
  • Conduct small-scale customer interviews to validate the preference map before making major strategic decisions
  • Create visual representations of your preference map to share with your team and stakeholders for alignment
  • Update your preference map quarterly as market conditions and competitor positions evolve
  • Use preference mapping insights to guide your content marketing strategy, highlighting attributes where you excel

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