9.4

Question 1

what does market research do

Answer 1

1) identifies customer needs
2) identifies gaps in the market – potential demand which is currently not being met (perceptual mapping is good for that). Exploiting market gaps is risky, but good if business establishes itself as leader of the gap
3) reduces risk bcs u can get feedback
4) can help reveal customer reaction to a design

Question 2

types of consumers in technology

Answer 2

1) technophile – eager to adapt new tech
2) technocautious – needs to be convinced
3) technophobe – no new tech

Question 3

types of consumers in green design

Answer 3

1) eco warriors – totally change their life for ecology
2) eco fans – try and be better but chill
3) eco champions – backing many sustainable actions within organisations
4) eco phobes – dont care

Question 4

primary data pros

Answer 4

better understanding of accuracy
u have more control over acquired info

Question 5

primary data cons

Answer 5

costs more
often takes longer

Question 6

secondary data pros

Answer 6

wider context
cost + time efficient
many resources

Question 7

secondary data cons

Answer 7

possibly unreliable
can be less specific
can be outdated

Question 8

SWOT analysis

Answer 8

used to evaluate the companys competitive position + develop a strategy

Question 9

main research strategies

Answer 9

1) literature search
2) product analysis – determine key aspects of existing products
3) expert appraisal
4) user trial – observe user interact with product
5) user research – user opinions collection, user doesn’t necessarily interact w product
6) perceptual mapping – used to identify market gaps
7) environmental scanning – identifying business opportunities + threats