Topic 1.5.3 Market Research
MARKET RESEARCH
Discussion
- Why do you think market research is necessary for companies?
- Have you ever completed a market research survey? If so, what was it about?
- What kind of information do you think companies try to get about their products and the people who use them?
Brainstorming
Video
Watch the video again and decide if these sentences are true or false.
Discussion
Work in pairs or small groups.
- Why do you think companies put money into market research when it is so expensive?
- What do you think is better: primary research you design yourself or secondary research that you buy? Why?
Vocabulary: Market research words
Practice exercise 1
Practice exercise 2
Practice exercise 3
Speaking
If you were going to launch a new product, what kind of information would YOU like to get? How would YOU get it?
Project: How market research affects brands
- Work in small groups and think of an everyday product that you use. Choose two different well-known brands for that product. Then use these questions to create brand profiles of each of them.
- How does the brand attract customers? What does it offer them?
- What does the brand promise to do?
- What makes the brand visible or memorable?
- Who is the ideal customer for the brand?
- Work together to come up with a new product which is related to the original one. Write questions for a survey to find out what customers feel about it and what they would like.
- Work with another group. Take turns playing the respondents and the researchers. Ask each other your questions.
- In your original group, use the answers you got to come up with a brand profile for the new product you have thought about. Present your ideas to the group of respondents you worked with. Get their feedback on how well you have integrated their wishes, desires, needs, etc. into your presentation.