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Scenario analysis

Scenario analysis

How to Know what Information Your Prospects and Customers Want to Read.

Performing a customer scenario analysis will help you understand your customer's needs / questions and allow you to identify the key benefits that your services or products provide for a customer. This, in turn, allows you to develop a website response that addresses each customer need / question. 

This analysis is performed by considering individual customer types with a specific quality issue and identifying relevant scenarios that describe their situation. 

These scenarios are then used to identify questions. From this, you can plan specific website responses for each question. These responses may be represented as either website copy or for a case study. 

By understanding your customers’ needs more fully and incorporating a response to this understanding into your website, you can build confidence in the customer that, with you, they will get a higher level of service or better product than from anywhere else.

Scenario paths

How to Carry out Customer Scenario Analysis

Use the columns in the table below to outline individual customer scenarios and possible website responses.

CustomerQuality IssueScenarioQuestionsCase study responseContent response


Indicate your customer type eg Joe Public - limited technical knowledge

Quality Issue:

Pick up on quality issues identified as part of the Customer Relationship Analysis and link these into particular customer types. 


Describe possible scenarios for a given customer type e.g. afraid to use credit card on the internet.


Indicate posssible questions the customer may have for a given scenario.There are five key question types a customer is likely to ask:

  • Can you solve my problem? 
  • Will it work for me? 
  • What’s in it for me? 
  • Why choose you? 
  • What’s next? 

Use these question types as a starting point and make them specific to your customer scenario e.g. How safe is it to buy goods over the internet? 

Case Study response / Content Response:

Identify specific benefits which address these questions and corresponding content or case study headlines.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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