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How to find out what information your customers really want

Posted by Shivali Anand

December 20, 2021    |     3-minute read (426 words)

Finding a way to effectively leverage data helps push companies, and their goods and services, forward. That means entrepreneurs need to know what information their clients want and provide it to them to remain relevant.

At the same time, it's becoming increasingly difficult for businesses to connect with consumers and predict their next steps. An inability to forecast complicates challenging decision-making and the formation of company goals. As customers become increasingly knowledgeable and consume data at an exponential rate, breaking through the clutter to get your message through is vital.

It can be challenging to discern what your clients need, or even whether they had the same requirements six months ago. As a result, it's critical to understand what kind of information your clients could want.

How to ferret out what information customers want:

  • Take your customers' pulse: 

    If your product or service is already on the market, look at your rivals' websites. Find out what customers are chattering about. The only reactions worth paying attention to are five star and one star reviews, as people rate their experiences from the deepest parts of their conscience. Learn their lingo and listen to what they have to say. That way, when you release your information, it will have ready listeners.
  • Assume your customer's identity: 

    This is one of the most tried-and-true methods for getting inside your customers’ heads. You won't be able to understand their perspectives or challenges unless you put yourself in their shoes. You may have an excellent product, but without understanding how it affects the client's life, you can’t address their needs and they have no interest in what you have to say.
  • Get public input: 

    There's no better way to figure out what people want than to go out and speak with them. To understand what the customer wants, the golden rule is to get great insights not by trying to sell but through conversation.
  • Tease bits of information to attract attention: 

    Collect even miniscule details about what customers want. To do this, you can test out your idea on small groups of people to see what interests them. For instance, invite people to beta test your products in small groups. While this can be a hit-or-miss strategy, it can yield tremendous results when everything goes right. If done in small batches with a trial-and-error approach, it avoids sabotaging the “grand” strategy. 


The core principle behind assessing what information your customers want is splitting it down into small, digestible chunks. This can result in a profusion of data at your disposal.

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