This thesis was made for barbershop franchise company M Room. Fundamental idea of M Room -concept is to offer traditional barber services without appointment to both members and non-members. There are three different memberships which all attract different types of customers. M Room has little information concerning substantial differences between these types in terms of demographics, identifiers general barbering preferences, company specific preferences and attitude towards the concept. Goal for this thesis was to research the differences of customers representing membership types as well as customers that represent non-members and create customer personas based on the collected data to present simplified fictional characters.

Theories about customer portfolio management, market segmentation, customer profiles, customer personas and customer research were viewed to create theoretical basis for this thesis.

Primary data was collected by a customer survey. The survey was conducted during April and May of 2016 on social media to attract non-members and via email to reach members. Five customer personas who differ from eachother from many parts were successfully created based on results of the survey.

As suggestions M Room should implement customer personas in marketing, customer service development and employee training. This research creates general view of M Room customers and basis for detailed follow-up customer research and service development.