Lesson: to identify customers [90 min] Video extract – focus group in action from a market research video Or select a You Tube extract just to give an idea of what a focus group does Starter 5 mins Multi choice question Intro 5 mins Lesson objectives = to identify customers and their needs Activity 1 10 mins 5 mins What do you need to know about your customers? In an earlier lesson students chose a business idea to work on and this can be used as a context for later lessons [questions again.....asking the right questions is important] Go through ideas – why are these questions so important? Activity 2 10 mins 5 mins How will you find answers to these questions Brainstorm ideas 2 Volunteers to write ideas on the board Direct: primary left; secondary right Introduce terms Activity 3 10 mins New chocolate bars – an example Devise some questions – write on small bits of paper Divide into closed and open questions – taste the chocolate Pick 2 closed question – collect quantitative data with show of hands Activity 4 10 mins Focus group in action Extract from video of focus group Activity 6 15 mins A focus group in class to discuss the two chocolate bars Need 4/5 volunteers – feed some questions to a leader Activity 7 10 mins Written work: heading Understanding customer needs Plenary 5 mins Re-cap key vocabulary

When running a business which of the following would be the most likely objective? A.to provide jobs for local people B.to make a profit for the owners C.to give custom to suppliers D.to pay taxes to the government to be able to identify customers and their needs

When running a business which of the following would be the most likely objective? A.to provide jobs for local people B.to make a profit for the owners C.to give custom to suppliers D.to pay taxes to the government to be able to identify customers and their needs

Your business Suppliers Customers £ £ What will you need to buy? Why will your customers buy from you? to be able to identify customers and their needs

Customers ?????? What do you need to know about your customers?

to be able to identify customers and their needs Customers Who do you think the customers will be? Why should they buy your product? How much will they pay? How often will they buy your product? Where will your customers buy your product? Where could your customers buy alternatives?

to be able to identify customers and their needs Customers Who do you think the customers will be? Why should they buy your product? How much will they pay? How often will they buy your product? Where will your customers buy your product? Where could your customers buy alternatives? What is your product doing for your customer? How does it improve their life?

to be able to identify customers and their needs Customers Who do you think the customers will be? Why should they buy your product? How much will they pay? How often will they buy your product? Where will your customers buy your product? Where could your customers buy alternatives? How will you find answers to these questions? How will you find out about your customers?

How will you find out about your customers? to be able to identify customers and their needs

How will you find out about your customers? This is new information which has never been collected before This is finding out information which already exists to be able to identify customers and their needs

How will you find out about your customers? This is called primary or field research This is called secondary or desk research to be able to identify customers and their needs

September 8 th 2008 ‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’.

to be able to identify customers and their needs September 8 th 2008 ‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’. Before the launch Cadbury’s will have done extensive primary research What questions will they have asked?

to be able to identify customers and their needs September 8 th 2008 ‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’. Before the launch Cadbury’s will have done extensive primary research What questions will they have asked? Open e.g. opinions Closed e.g. Yes/No

to be able to identify customers and their needs September 8 th 2008 ‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’. Before the launch Cadbury’s will have done extensive primary research What questions will they have asked? Closed e.g. Yes/No

to be able to identify customers and their needs September 8 th 2008 ‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’. Before the launch Cadbury’s will have done extensive primary research What questions will they have asked? Closed e.g. Yes/No Quantitative data

to be able to identify customers and their needs September 8 th 2008 ‘Apricot Crumble Crunch’ and ‘Cranberry and Granola’. Before the launch Cadbury’s will have done extensive primary research What questions will they have asked? Open e.g. opinions Qualitative data

Understanding customer needs Focus group This is a type of primary market research. It involves.... In our focus group the aim was to find out.... This information is useful to a business because... to be able to identify customers and their needs

Customers Who do you think the customers will be? Why should they buy your product? How much will they pay? How often will they buy your product? Where will your customers buy your product? Where could your customers buy alternatives? How will you find answers to these questions? How will you find out about your customers? Primary research Field research Focus group Qualitative data

to be able to identify customers and their needs