Brandon Gruver

Sample Customer Research Document Weight Loss Niche Who is our Target Customer? Our Target Customer is a late 20’s to early 30’s working professional most likely male interested in losing weight. He’s at the point of saying enough is enough, he’s up and down on his weight and sticks to a diet for maybe a few weeks at best. He’s not obese, but he’s not average either. He wants to become better but everything seems ok until the peer pressure kicks in. When he goes out with his buddies and everyone is getting nachos and beer while watching the game. He knows he should have either ate before or asked for the healthiest thing on the menu. However the smell of those wings overcome him and he digs in. He’s not a weight loss junkie and hasn’t tried every diet known to man, but he does follow a few influencers in the space and kinda sorta knows what he is doing. Let’s say he’s intermediate in knowledge and poor in execution. Here’s a list of things he would like to accomplish “someday” ● ● ● ● Start a business or work in an industry he’s passionate about Go on dates with hot women Be able to hit the beach not feel insecure Go on adventures like scuba diving, snowboarding, or mountain biking Some of these things he thought about doing but the confidence is not there because of the body he is so ashamed to look at in the mirror. He starts HYPE about this new diet, only for it to fade because of the necessary work and sacrifice ahead. Things get pushed off later because he doesn’t feel like exercising or meal prepping. He’s just waiting for that right moment to start again. However he knows he needs to do “more” and not simply wants to do more. He starts looking for the easy way out. Simple routines with minimal effort to start losing weight. He’s starting to feel guilty and beat himself up. He’s also constantly seeing people on social media - many of his old highschool and college roommates, friends, and classmates -- getting promotions, looking great, having great bodies, and having amazing girlfriends and even wives. He doesn’t understand why they have it and he doesn’t. The depression kicks in and that Burger joint is sounding mighty tasty right now. Deep down he knows he must change, but some unknown fear keeps holding him back. Will he be judged if he does a new routine and his friends stop hanging out with him? Will he be laughed at and be told “why is this fat guy trying to be athletic lol”. Now more than ever he FINALLY wants to take action, but he knows now that the mental game needs to be even stronger than the physical one. He just doesn’t know where to start. What is the Primary Problem our Customers have? Our customers know exactly what they need to do in order to lose the weight and feel great. They just don’t know how to take that 1st step and here’s why: ● ● ● ● ● They are around people who don’t take their health seriously They don’t have a plan in place They don’t have failure plans in place when they break from their regimen They have terrible habits They don’t have the mental fortitude to push through negative thought and barriers