Research Flashcards
Primary research
When we do our own research about our own product.
Secondary Research
When we use someone elses research for another product / purpose.
Why we need to do research
1 To find out who the target audience is
2 To find out what the target audience likes
When should we carry out research?
Before we design the product.
Examples of primary research
1 Questionnaire
2 Interview
3 Observation
4 Focus Group
Open question
Why, what, how? Can give lots of detail.
Closed question
Rate how much you like it out of 10. Easy to analyse.
Follow up questions:
Ask questions based on the answers you are given.
“Oh you said you really like the eyes of the doll. Can you tell me a bit more about that…”
Advantages of primary research
1 The research is specific to your product
2 You can ask follow up questions (interview, focus group)
3 Up to date
Disadvantages of primary research
1 Can be time consuming
2 Can cost a lot e.g. paying staff, paying volunteers
3 Participants might not behave naturally if they are being watched / paid
Examples of secondary research
1 Census 2 Internet 3 Books and magazines 4 Sales Reports 5 Similar products
Advantages of secondary research
1 Quick e.g. Look at similar products on the internet.
2 Can be cheap e.g. Buying a book about popular bicycle designs.
3 Can be used to back up primary research.
Disadvantages of secondary research
1 Not always reliable
2 Not always up to date
3 Rarely for the same purpose as your product
Quantitative Information
Information made up of numbers e.g. The average rating of our coffee is 3.5 out of 5
Qualitative Information
Information that is not measurable e.g. opinions and feelings about coffee
