In addition to profiling a successful franchisee, it is also appropriate to profile the normal customer for the business. This allows the franchisee to understand who the customer may be and to whom advertisements, promotions, and marketing efforts will be directed.

The consumer profile may also be divided into two distinct areas of research development including 

(1) the exit interview of customers and 

(2) the general survey of customer. 

The exit interview is generally conducted on-site or in the store when the customer is given a questionnaire to fill out or is interviewed at that time. This provides an attitude measurement and also may indicate the perceptions and desires of the customer. In addition, demographic information may also be obtained. A pretty good understanding of who the customer is, their age and their desires for quality products can be established.

In addition a general survey may be provided of people outside of the shopping area and their perceptions and attitudes may also be gathered. In addition, focus groups may be developed to indicate why they may be heavy users, light users, or non-users of the product or service. Additionally, a preference survey may be requested asking people why they would prefer one brand or store over another. This information would also yield a strong customer profile and provide valuable information to the franchisor or franchisee.

One franchisor always thought that his sit-down restaurant was for the entire family, until they started counting the number of children coming to the restaurant.  Fewer than 5% of the people eating at the restaurant were under 18 years of age.  They quickly changed part of their menu and advertising.