CONCEPT GENERATION

Question 1

IDENTIFY A NEED:

Answer 1

• Initial research to identify a gap in the market

Eg. Consumer demand/ changes in food industry/ society

Question 2

UNDERSTAND CHANGING CONSUMER NEEDS;

Answer 2

Demand for more convenience & growing consumer interest has influenced:

• Partly prepared meals - quick meals
• Functional foods - health benefits
• Ethically sourced foods - animal welfare
• Exotic & indulgent foods - travelling

Question 3

IDENTIFY A TARGET MARKET:

Answer 3

It is important for a product to be aimed at a specific group to ensure it meets their needs
Eg. LOW FAT DIETS/ LOW INCOME/ ALLERGIES

Question 4

INVESTIGATE THE MARKET:

Answer 4

Gather & analyse info used to identify the market for a product

• Reduces uncertainty of new products
• It continues throughout development to monitor the product’s performance
• During research we should find out consumer buying behaviour/ sales data/ new trends

Question 5

What kind of RESEARCH should be undertaken?

Answer 5

QUANTITATIVE = Study of factual data 
Eg - market size 
- consumption patterns 
- what we buy 
- where we buy it 

QUALITATIVE = In-depth interviews or questionnaires with consumers
Eg. - How/why we make decisions

Question 6

DISASSEMBLY OF A FOOD PRODUCT:

Answer 6

Taking apart a product to find out more about it
Eg. Main ingredients
- You must carefully separate and weigh out each component
- This helps to understand how a competing product works
- Give naufiacturers an idea of how the product is successful and how it might be improved

Question 7

What is DESIGN BRIEF?

Answer 7

• Once a gap in the market & target group is decided a statement is written that identifies the needs to be addressed