Lesson: Lesson on customers Starter 5 mins Quantitative/qualitative Intro We’ve been working on how to research the market – now we need to describe the market Activity 1 10 mins Groupwork List 5 things that the people in A might buy List 5 things that the people in B might buy Activity 2 15 mins Groupwork – write a portrait of this person Present to the class – one from each group Activity 3 Teacher talk Customers not the same – the population is not the same Need to think carefully about who your customers will be Activity 4 Individual task – using business idea from before Who will your customers be? Build up a picture of their income/age/lifetyle Student feedback Activity 5 Introduce term – market segment Activity 6 Groupwork – segmenting A-F Feedback from students Activity 7 Segmentation summary Homework – page 15 case study Plenary Ruby’s story revising key terms
to be able to describe customer types Quantitative Market Research – looks at numbers and measurements. How many people like….? Qualitative Market Research – looks at attitudes and opinions. Why do people like……..? Below is a list of market research questions. Choose ‘Quantitative’ or ‘Qualitative’ for each number 1 Why do people like Heinz Beans? 2 What percentage of consumers in Scotland buy Heinz? 3 Is the market share of Heinz rising or falling? 4 What are customers’ attitudes towards supermarkets’ ‘own brand’ beans? to be able to describe customer types
to be able to describe customer types Quantitative Market Research – looks at numbers and measurements. How many people like….? Qualitative Market Research – looks at attitudes and opinions. Why do people like……..? Below is a list of market research questions. Choose ‘Quantitative’ or ‘Qualitative’ for each number 1 Why do people like Heinz Beans? Qualitative 2 What percentage of consumers in Scotland buy Heinz? Quantitative 3 Is the market share of Heinz rising or falling? 4 What are customers’ attitudes towards supermarkets’ ‘own brand’ beans? to be able to describe customer types
to be able to describe customer types From finding out about the customers....... ........to describing the customers to be able to describe customer types
to be able to describe customer types A. They are likely to spend money on………………… B. They are likely to spend money on………………… to be able to describe customer types
to be able to describe customer types
to be able to describe customer types
to be able to describe customer types Give each person a name Then write a portrait: TV they watch Shops – food Shops - clothes Newspaper Holiday Food Breakfast Drink Car Income Lifestyle interests A B D to be able to describe customer types
to be able to describe customer types
to be able to describe customer types
to be able to describe customer types
to be able to describe customer types
to be able to describe customer types Give each person a name Then write a portrait: TV they watch Shops – food Shops - clothes Newspaper Holiday Food Breakfast Drink Car Income Lifestyle interests A B D to be able to describe customer types
to be able to describe customer types Customers are not the same! to be able to describe customer types
to be able to describe customer types Who do you think your customers will be? Customers are not the same! to be able to describe customer types
to be able to describe customer types Who do you think your customers will be? Your customers to be able to describe customer types
to be able to describe customer types Who do you think your customers will be? Your customers Try and describe one of your customer types to be able to describe customer types
to be able to describe customer types
to be able to describe customer types
to be able to describe customer types
to be able to describe customer types Market segments – these people belong to a variety of segments – think about which ones C A B F D E to be able to describe customer types
to be able to describe customer types A customer is a customer - they are all the same, aren't they? Wrong! They are all different but some of them might have things in common, which is useful for a business to know so that they can target specific segments with products and advertising to be able to describe customer types
to be able to describe customer types
to be able to describe customer types Ruby’s story – p.16 Can you find evidence that she did some.... - secondary quantitative research? to be able to describe customer types
to be able to describe customer types Ruby’s story – p.16 Can you find evidence that she did some.... - primary quantitative research? to be able to describe customer types
to be able to describe customer types Ruby’s story – p.16 Can you find evidence that she did some.... - primary qualitative research? to be able to describe customer types
to be able to describe customer types
to be able to describe customer types Researching the market for.........[your product] Quantitative Primary Research Quantitative Secondary Research Qualitative Primary Research Qualitative Secondary Research to be able to describe customer types