You will select a high-involvement, or/and high-contact service such as financial services, professional service, knowledge services (e.g. education, training), or healthcare services that you are familiar with or interested in. Then, you need to develop a customer profile of the service of your choice. In the service customer profile, you will identify who are your target customers (e.g. age group, education level, cultural background, family size, lifestyle etc.) and their preferences and behaviours related to the service. This service customer profile should be a clear and vivid portrait of potential customers that describes who are the customers and their needs and wants. The service customer profile includes strong evidence from research and demonstrates an excellent understanding of the customers underlying motivation and behaviour patterns related to their particular needs and wants.