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| HOW MARKET RESEARCH CAN BE CARRIED OUT |
| V. Ryan © 2009-2023 |
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FOCUS GROUP DISCUSSING A PRODUCT
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Market research is
carried out in a number of ways:
A focus group of potential
customers will discuss the ‘pros’ and ‘cons’ of the design concept. They
also may suggest improvements to the product so that it is more likely to
be successful. |
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COLD CALLING OF POTENTIAL CUSTOMERS
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‘Cold calling’ over
the telephone. This is where potential customers and sometimes the general
public will be called and asked to answer several questions about a
particular product. This technique is often frowned open because it often
causes annoyance to the person answering the telephone. |
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Volunteers can be
interviewed individually or in groups and asked about the design concept /
product.
A model of the product or computer simulation can be put
on display at a conference (eg. a motor show) and those passing the stand
can be asked for their opinion and suggestions.
A computer
simulation can be tested by potential customers and their likes and
dislikes recorded. Alternatively a promotional video could be shown to
potential customers. |
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| INTERVIEWING POTENTIAL CUSTOMERS |
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INTERNET - ONLINE QUESTIONNAIRES
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Potential customers are
asked the price they would be prepared to pay for the product.
The
Internet is useful when carrying out market research. Online
questionnaires can be developed quite easily. In the case of a solar
powered car a popular alternative energy website could have a
questionnaire attached to it for visitors to complete. The results could
be collated in much the same way as any paper based questionnaire.
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| The internet can be used to research the products and technology competing
companies are developing. This information could be used for discussion by
design teams and focus groups. |
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USING THE INTERNET TO RESEARCH PRODUCTS
THE ROLE OF A DESIGN TEAM
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| Existing products, possibly those
manufactured by competing companies, can be analysed by a market research
company or focus group. Improvements and alterations can be suggested for
the new product. |
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| Describe another form of market research. |
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