The document outlines a market research process that involves gathering and analyzing qualitative and quantitative data to understand customer preferences and segmenting the market accordingly. It also discusses the creation of market maps to visualize product positioning based on features important to customers and identify gaps in the market. Additionally, it includes activities for creating market maps for various sectors, such as fast food and clothing stores, and developing questionnaires to collect customer opinions.

2. Firstly, Conduct Market Research to
gather qualitative and quantitative data…
Analysing CustomersAnalysing Customers

3. … then analyse the data to decide
exactly what customers want.
Analysing CustomersAnalysing Customers

4. You can then divide customers into
different MARKET SEGMENTS
MARKET SEGMENTS

5. You can then divide the market into groups
of customers with similar buying habits“group of customers with similar buying habits”
MARKET SEGMENT

6. MARKET SEGMENT
“group of customers with similar buying habits”
Little girls
Young boys
Teenage
girls
Young
women
Professional
men

7. Age

8. Gender

9. How is the Barbie market divided?

10. Ethnicity

11. Income

12. Which Market Segment?

13. Which Market Segment?

14. Which Market Segment?

15. Market Map “illustrates the position of
a product in a market
based upon two features
that are important to
customers”
Features such as:

16. Which features?

17. Which features?

18. Low Quality High Quality
Low Price
High Price
Rolls Royce
Reliant Robin
Smart Car
Simple Market
Map for Cars

19. High
Quality
Low
Quality
High
Price
Low
Price
Thanks to: www.tutor2u.net
Example Market
Map for Chocolate

20. Gap in the Market
“when no businesses are
servings the needs of
customers for a
particular product”

21. Low Price High Price
Low Quality
High QualityIs there a gap
in the fast
food market?
Gap?

22. WORKSHEET
Thanks to: www.businessstudiesonline.co.uk

24. Market Mapping Exercise
Create a market map for businesses that sell
coffee .
Either on paper or PowerPoint, using this
slide and the next slide, cut and paste these
images to create your own market map.
Indicate a possible a gap in the market.

25. Low Quality High Quality
Low Price
High Price

26. Low Quality High Quality
Low Price
High Price
CAFE
ORGANIC
Gap?

27. Create a Market Map for Clothing Stores
Use the data you gather to
create a Market Map.
See if you can identify a
Gap in the Market
Continuing on from your “Understanding
Customer Needs” Market Report, create
a simple questionnaire that asks
teenagers their opinion of 2 different
features of a range of clothing stores –
e.g. you might compare Fashionable/Not
Fashionable with High Price/Low Price
High Fashion
Casual Wear
Narrow
Assortment
Wide
Assortment