Speaker Design: Target Market Design and Manufacture National 4 & 5

Target Market What does it mean? A Market is a group of potential buyers for a product or service. These groups are categorised into segments shown below: Geographic: Countries, Regions, Cities Demographic: Age, Gender, Income, Education, race Psychographic: Personality, Lifestyle, Social Class Behaviouristic: Purchase frequency, usage, Benefits sought, Brand Loyalty A designer never aims their product at 100% of the population. Instead they aim it at a particular Target Market i.e. Men aged between 18 and 30 with a middle income living in the UK.

Target Market Who will buy your product? Would you buy this product? Could you buy this product? Potential buyers must have three things in common: 1. They must have an interest in the product. 2. They must have enough income to buy the product. 3. They have access to the shops or outlets that sell the product.

Target Market What do they want/need? Once a designer has identified their target market they have to find out what they want and need in order to best guarantee the success of the product. Market research is carried out to identify what the needs and wants of the target market are. This can be in done in the following ways: Questionnaires Surveys Focus Groups/observation Experiments/demonstrations Online research Examining existing products

Target Market Consumer Groups? What consumer group are the following products aimed at? Consider age, gender, income, interest etc Top left: ages 12+, male & female, low-middle income, not particularly interested in radios and their performance Top right: ages 21+, male & female, higher level of disposable income, looking for a high quality radio/dock Bottom left: ages 30+, male & female, higher disposable income, retro style appeals, Bottom right: ages 6-15, female, parents income or pocket money, More of an interest in music rather than product.

Target Market Choosing a Target Market You will need to produce a Lifestyle board for your target market. These: Give a snapshot of the intended target market Give a designer aesthetic direction for a product How to make a lifestyle board: Identify the intended market group. (Try to target more than one group as few mass produced products could survive with such a small customer base.) Find out as much as possible about them, e.g. The food they eat, the clothes they wear, where they go on holiday, the houses they live in, the cars they drive, the music they listen to, the leisure activities they undertake, the styles of furniture they have in their homes, the products they own or aspire to own. Collect visual images of this market groups perceived lifestyle. Make sure you identify areas that are common to all.

Target Market Lifestyle Board