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