You'll notice I've used words "most likely" in above question. Why didn't I just ask who are your customers? That would have been too easy!
Effective research is all about asking right questions. If I'd just asked who's your customer, you might have been tempted to answer "Well, I suppose everyone who pays me is a customer." Yes you're right, but I already knew answer to that.
When you think about it, a "good business consultant" is not one who has all right answers. I believe it's opposite. A "good business consultant" is one who knows all right questions to ask.
>From experience I've found that if you ask right questions, answers will eventually become obvious. I've also discovered that many owners of small businesses know right answers; it's just that they've never asked themselves right questions.
That's why I reworded question to ask - who are your "most likely" customers? To answer that accurately you will have to really think about it. When you do, you'll soon conclude that your "most likely" customers are different from "Joe Public" (the general population).