Lesson Element
Unit R065: Design a business proposal
The importance of customer profiling
Instructions and answers for teachers
These instructions cover the learner activity section which can be found on page 3. This
Lesson Element supports Cambridge Nationals Level 1/2 in Enterprise and Marketing.
When distributing the activity section to the learners either as a printed copy or as a
Word file you will need to remove the teacher instructions section.
The activity
This lesson element introduces learners to the importance of a business knowing their
potential and existing customers, so that the products and services that they produce will
appeal to them. Loyal customers will trust the products and services that are produced and
hopefully will want to purchase new products which in turn will increase profits for a business.
During this lesson element learners will have the opportunity to see how a customer profile
could be devised by looking at a number of different visual resources.
Suggested timings

Activity 1: 10 minutes

Activity 2: 40 minutes

Activity 3: 5 minutes
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Activity 1
As a starter, you could ask your learners to consider the following products and services and think
about the type of people that they are aimed at:
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Electric scooter
The latest Apple iPhone
Haribo sweets
Gaming chair
Activity wrist tracker
Coach touring holiday around Scotland.
Ask the learners to discuss as a group who these products and services would appeal to and why.
This is a good introductory task to enable your learners to consider the age, gender, occupation,
lifestyle interests and income of potential customers in order to build upon the concept of a
customer profile.
You could provide your learners with a copy of the table on page 4 to record their answers.
Activity 2
Ask your learners to look at the images of people on page 5 and produce a customer profile of the
individuals. This could be completed as an activity in pairs or individually. Learners could then
present some of their profiles to the rest of the class and see what differences they have to their
peers.
This activity enables learners to practice building up a variety of different customer profiles and
also shows learners how important it is for businesses to know their customers as, ultimately,
without their customers, there would be no business!
Activity 3
By completing the two activities relating to the topic of ‘Customer Profiling’, learners should have
an understanding of how useful customer profiling can be to a business. To ensure understanding,
tutors could read the following statements to the group. Learners could respond using either a
green card to agree with the statement, or a red card to disagree with the statement. Cards can be
found on page 7.
1.
2.
3.
4.
5.
Customer profiling will guarantee an increase in the profits for all businesses.
Customer profiling will help a business to understand their customer needs and wants.
Customer profiling does initially take time to build.
Customer profiling is a cheap method of gaining customer opinions.
A customer profile is a detailed drawing of a customer.
Answers:
1. Red card
2. Green card
3. Green card
4. Red card
5. Red card.
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Lesson Element
Unit R065: Design a business proposal
The importance of customer profiling
Learner Activity
Knowing your customers is a vital part of any business. Businesses often build up customer
profiles of the people who will be attracted to their products and services, as this helps a
business to decide who to aim certain products at, using a variety of different methods. This
could include: where they should advertise, how much they should sell products for and the
types of products or services that their customers will purchase.
Activity 1
Look at the specific list of products and services below:

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


Electric scooter
The latest Apple iPhone
Haribo sweets
Gaming chair
Activity wrist tracker
Coach touring holiday around Scotland.
Who do you consider might want to purchase these products or services? Think about the
following:
If the person may be male or female, what age they might be, what their job is, how much
money they might earn and what they may like to do in their spare time.
Write down your thoughts, considering the above categories.
Once you have thought about the products and services, your teacher will ask you to
participate in a group discussion so you can share your thoughts with others. Are your ideas
the same as your peers?
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Customer profiles
Item
M/F
Age
Job
Income
Lifestyle activities
Electric Scooter
Most recent
Apple iPhone
Haribo
sweets
Gaming chair
Activity wrist
tracker
Coach tour
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Activity 2
In pairs, look at the following different images of people and produce a detailed customer
profile of the individuals. Once completed, share some of your customer profiles with the
rest of the group to see if they agree or disagree with your ideas.
Image
M/F
Age
Job
Income
Lifestyle activities
Image 1
Image 2
Image 3
Image 4
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Image
M/F
Age
Job
Income
Lifestyle activities
Image 5
Image 6
Image 7
Image 8
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Activity 3
You have completed different activities relating to Customer Profiling which is an important
part of business. Your tutor is going to read several statements to you. Use the red and the
green cards that your tutor will provide, to answer the statements. The red card represents
you disagreeing with the statement and the green card is if you agree with the statement.
Think before you select the card and consider which one you will hold up.
Red card = I disagree with the
statement
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Green card = I agree with the
statement
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