1. 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

2. 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

3. 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

4. to be able to describe customer types
From finding out about the customers to describing the customers
to be able to describe customer types

5. 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

6. to be able to describe customer types

7. to be able to describe customer types

8. 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

9. to be able to describe customer types

10. to be able to describe customer types

11. to be able to describe customer types

12. to be able to describe customer types

13. 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

14. to be able to describe customer types
Customers are not the same!
to be able to describe customer types

15. 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

16. to be able to describe customer types
Who do you think your customers will be?
Your customers
to be able to describe customer types

17. 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

18. to be able to describe customer types

19. to be able to describe customer types

20. to be able to describe customer types

21. 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

22. 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

23. to be able to describe customer types

24. 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

25. 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

26. 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

27. to be able to describe customer types

28. 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