1. Understanding Customer Needs

2. Today…. Understand why customer needs are important
Understand primary research

3. Why understand customers?
Because they are all different

4. Where would these people shop and what would they buy?

5. Customers differ in many ways…
What they want
Amount they are able to or willing to pay
Media they see
How much they buy
Time they buy
Where they buy

6. What a start-up needs to know
How many potential customers are there?
How fast is the market growing?
Who are the existing competitors?
How is the market segmented? ie What kind of customers are there in the market?
- What do they like in terms of when and
where they buy?
- What prices are they willing pay and what are their likes and dislikes?
- Which methods of promotion are effective?

7. The answer – market research

8. Primary v Secondary data
Primary data
Data collected first-hand for a specific purpose by the entrepreneur
Secondary data
Data that already exists and which has been collected for a different purpose

9. Primary data – why? Primary data is best used by a start-up
Finds out EXACTLY what you need to know
Can get straight to the point
BUT….
Obtaining primary research data is time-consuming & expensive

10. Primary data – main sources
Observation
Postal surveys
Telephone interviews
Online surveys
Focus groups
Face-to-face surveys
Experiments

11. Your Task….
You must design a questionnaire to find out what people in your class spend their spending money on……
You must find out how much they spend, how often they spend money, when they spend it and do they believe they get enough money to spend….
THINK about your design…. A lot of people will be answering your questionnaire!!!

12. You must find out if they think they get enough spending money and how often they spend money
Do they save any??

13. Today you have… Understood why customer needs are important
Understood primary research

14. Market Research

15. Today…. Recap Primary Research
Understand different methods of secondary research

16. You tell me…..
Survey
Respondents
Questionnaire
Focus Group

17. Homework….
Write down four conclusions you can make from your questionnaires. eg:
What age and gender were the people you interviewed?
What did most people spend their money on?
Did this vary with gender and age?
What was the most money someone received? What gender and age were they?
What was the least money someone received? What gender and age were they?

18. Understanding Customer needs
Market Research

19. Quantitative v Qualitative Research
Quantitative Research
Qualitative Research
Based on opinions, attitudes, beliefs and intentions
Answers questions such as “why”? “Would?”, or “how?”
Aims to understand why customers behave in a certain way or how they may respond to a new product or service
Focus groups and interviews are common methods used to collect qualitative data
Concerned with data
Addresses questions such as “how many?”, “how often”, “who?”, “when?” and “where?”
Based on larger samples – this is why numbers are used to analyse.
The main methods of obtaining quantitative data are the various forms of survey – i.e. telephone, postal, face-to-face and online.

20. Secondary Research
Secondary Research involves the collection of secondary data.
Secondary Data:
This is information which is already available either within an existing business or outside the business.

21. Secondary research Advantages Already exists - saves time
Ease of access
Low Cost
Disadvantages
Might not answer exactly what need to know
Time consuming

22. Secondary data – main sources
Internet
A great way of getting quick market research for free
National
Statistics
Provide detailed insights on the economy and on many industry sectors
Trade Newspapers
& magazines
Essential reading for an entrepreneur, particularly if he/she has little or no experience of the market
Competitor websites
Valuable information on marketing activities of competitors

23. Over to you…. There are two methods of
secondary research Jack intends to
use before he starts up his
business. In pairs, find out as much
as you can for Jack Padmore’s
Bouncy Castles.
* Internet * National Statistics

24. National Statistics: The internet: Who are my Competitors?
Is unemployment falling or rising?
Who are my Competitors?
Will there be a demand for my bouncy castles?
Is there a lot of competition?
Will people be able to afford to rent the bouncy castles?
Where are the competitors located?

25. What did you find out for me?

26. Thanks
Guys!

27. Conclude your research…
What did you find out for Jack?
Should he advertise?
Are customers spending?
Competitors
Will he be in demand?
Employment
Are sole traders popular?

28. Market Research

29. A.K.A…… Primary research can also be known as FIELD research
Secondary research can also be known as DESK research

30. Remember …
The entrepreneur can learn much about customers needs simply by chatting to customers, rather than buying expensive market research

31. Direct Customer Contact
This is very important for a business.
Customers can provide vital information for a business
Direct customer contact will help understand the market and how it is changing
I was in Brighouse Boots last summer …

32. Interpreting Data
By analysing data collected it can help answer some questions:
What does it all mean?
Was it important?
What does different data tell you?
Will the business be successful?
Is starting up a business a risk?

33. Case Study….. Fabulous Cakes Read the Case Study
Answer ALL 3 questions
Use information in the case
study for your answer

34. Fabulous Cakes Question 1
Give a definition of “primary research” (2 marks)
Explain in a sentence, one method of primary research used by Grace and Peter (2 marks)
Explain in a sentence, a second method of primary research used by Grace and Peter
(2 marks)

35. Fabulous Cakes Question 2
Give a definition of “secondary research” (2 marks)
Explain in a sentence, one method of primary research used by Grace and Peter (2 marks)
Explain in a sentence, a second method of primary research used by Grace and Peter
(2 marks)

36. Fabulous Cakes Question 3
Give your opinion: eg “I think/do not think Grace & Peter do have a good understanding of their customer needs because …………..” (2 marks)
Justify your decision – explain TWO different types of research that Grace & Peter did that helped them find out what their customers wanted/liked/disliked when they bought cakes (4 marks)

37. Chris wants to set up a business fitting kitchens and looks in the Yellow Pages to see what other businesses offer similar service in his area. This is an example of what type of research?
A – Qualitative
B – Primary
C – Secondary
D - Observation

38. Chris wants to set up a business fitting kitchens and looks in the Yellow Pages to see what other businesses offer similar service in his area. This is an example of what type of research?
C – Secondary

39. Chris designs a questionnaire and asks the respondents to tick, from a list, which colour kitchens they prefer. This is an example of what type of research?
A – Qualitative
B – Secondary
C – Quantitative
D - Observation

40. Chris designs a questionnaire and asks the respondents to tick, from a list, which colour kitchens they prefer. This is an example of what type of research?
C – Quantitative

41. Which TWO of the following are most likely to give a researcher qualitative data?
A – The meeting of a focus group
B – Researching names of businesses in an area from a telephone directory
C – Conducting interviews with shoppers in a supermarket
D – Analysing government statistics

42. Which TWO of the following are most likely to give a researcher qualitative data?
A – The meeting of a focus group
C – Conducting interviews with shoppers in a supermarket