Post on 18-Dec-2015
Lesson: to identify customers [90 min]Video extract – focus group in action from a market research videoOr select a You Tube extract just to give an idea of what a focus group does http://www.youtube.com/watch?v=MuiI7BFhQl4
Starter 5 mins
Multi choice question
Intro5 mins
Lesson objectives = to identify customers and their needs
Activity 110 mins5 mins
What do you need to know about your customers?In an earlier lesson students chose a business idea to work on and this can be used as a context for later lessons[questions again.....asking the right questions is important]Go through ideas – why are these questions so important?
Activity 210 mins5 mins
How will you find answers to these questionsBrainstorm ideas2 Volunteers to write ideas on the boardDirect: primary left; secondary rightIntroduce terms
Activity 310 mins
New chocolate bars – an exampleDevise some questions – write on small bits of paperDivide into closed and open questions – taste the chocolate Pick 2 closed question – collect quantitative data with show of hands
Activity 410 mins
Focus group in actionExtract from video of focus group
Activity 615 mins
A focus group in class to discuss the two chocolate barsNeed 4/5 volunteers – feed some questions to a leader
Activity 710 mins
Written work: heading Understanding customer needs
Plenary5 mins
Re-cap key vocabulary
When running a business which of the following would be the most likely objective?
A. to provide jobs for local peopleB. to make a profit for the ownersC. to give custom to suppliersD. to pay taxes to the government
to be able to identify customers and their needs
When running a business which of the following would be the most likely objective?
A. to provide jobs for local peopleB. to make a profit for the ownersC. to give custom to suppliersD. to pay taxes to the government
to be able to identify customers and their needs
Your business
Suppliers
Customers
£
£
What will you need to buy?
Why will your customers buy from you?
to be able to identify customers and their needs
to be able to identify customers and their needs
to be able to identify customers and their needs
Customers
??
??
?
?
What do you need to know about your customers?
to be able to identify customers and their needs
Customers
Who do you think the
customers will be?
Why should they buy
your product?
How much will they
pay?
How often will they buy
your product?
Where will your
customers buy your product?
Where could your
customers buy
alternatives?
to be able to identify customers and their needs
Customers
Who do you think the
customers will be?
Why should they buy
your product?
How much will they
pay?
How often will they buy
your product?
Where will your
customers buy your product?
Where could your
customers buy
alternatives?
What is your product doing for your customer?
How does it improve their life?
to be able to identify customers and their needs
Customers
Who do you think the
customers will be?
Why should they buy
your product?
How much will they
pay?
How often will they buy
your product?
Where will your
customers buy your product?
Where could your
customers buy
alternatives?
How will you find answers to these questions?
How will you find outabout your customers?
How will you find outabout your customers?
to be able to identify customers and their needs
How will you find outabout your customers?
This is new information which has never been collected before
This is finding out information which already exists
to be able to identify customers and their needs
How will you find outabout your customers?
This is called primary or field research This is called secondary or
desk researchto be able to identify customers and their
needs
to be able to identify customers and their needs
September 8th 2008
‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.
to be able to identify customers and their needs
September 8th 2008
‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.
Before the launch Cadbury’s will have done extensive primary research
What questions will they have asked?
to be able to identify customers and their needs
September 8th 2008
‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.
Before the launch Cadbury’s will have done extensive primary research
What questions will they have asked?
Open
e.g. opinions
Closed
e.g. Yes/No
to be able to identify customers and their needs
September 8th 2008
‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.
Before the launch Cadbury’s will have done extensive primary research
What questions will they have asked?
Closed
e.g. Yes/No
to be able to identify customers and their needs
September 8th 2008
‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.
Before the launch Cadbury’s will have done extensive primary research
What questions will they have asked?
Closed
e.g. Yes/No
Quantitative data
to be able to identify customers and their needs
September 8th 2008
‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.
Before the launch Cadbury’s will have done extensive primary research
What questions will they have asked?
Open
e.g. opinions
Qualitative data
Understanding customer needs
Focus group https://www.youtube.com/watch?v=MuiI7BFhQl4
This is a type of primary market research.
It involves....In our focus group the aim was to find out....This information is useful to a business because...
to be able to identify customers and their needs
to be able to identify customers and their needs
Customers
Who do you think the
customers will be?
Why should they buy
your product?
How much will they
pay?
How often will they buy
your product?
Where will your
customers buy your product?
Where could your
customers buy
alternatives?
How will you find answers to these questions?
How will you find outabout your customers?
Primary research
Field research
Focus group
Qualitative data
to be able to identify customers and their needs
to be able to identify customers and their needs