P2: Explain how to identify the target market for your key ring project

Authors Avatar by sunny1993 (student)

P2: Explain how to identify the target market

Our initial method used for primary research was questionnaires. These would be sent out to teachers and students of Greenford high school, approximately 20 people. By this happening and us retrieving them after they have been filled out then we have a rough idea. This idea will give us an understanding what our users requirements are for example, questions on pricing, shape, size and many other factors which will be considered.  Both closed and open answer questions were asked as this way we can get the persons actual opinion. Judging by these particular results we can establish where to start with our products.

The Results of this primary research was from 20 people who had answered a questionnaire each with 15 questions were asked to our target market through these questionnaires. We carefully selected certain questions. For example, one question was; do you have a key ring on you at this very moment? This question will help us as by them pulling out their existing key ring we can compare it to ours. This will then lead to us asking them what made them want to purchase the key ring.  By us asking particular and carefully selected questions it gives us a very good idea of who our target market is and what they require.  As we also take pictures as a business questions such as ‘Do you enjoy capturing memorable moments?’ in which 13 out of 20 people said yes.  Due to questions like this we could not get detailed answers and this is why we implemented open answered questions.

So due to us carrying out all the research as stated above it has been extremely beneficial for our research as we have determined who our customers are, our target market, what they require in the product and many others.

In order for us to have strong research we have also managed to use another form of primary research. This is focus groups. We randomly elected a group of students all different individually who have their own opinions and idea’s this way resulting in fair and un- bias answers due to this. Questions asked to the group consisted of such as ‘do you think the product is priced suitably? Another question was ‘What made you purchase this product? ‘  By varying and considering different aspects and factors we can see what we can improve and therefore negotiate with the group to for a ‘win win’ situation. The difference in this primary research is the fact that rather than us just waiting on questionnaire results with focus groups we are physically there communicating verbally. By using face to face communication is gives us a much better viewpoint and understanding of what as well as us being able to see their facial expressions and gestures.  By us doing this is benefited us as each person in the group individually could provide feedback as they each have their own individual likes and dislikes.  To ensure we kept it fair we have 6 people in the group consisting of 3 boys and 3 girls. Likes and dislikes will vary from gender to gender. For example, such as shapes, colours etc.  majority of females said that the key rings added some fun, colour and excitement to their keys where as the males rather thought about the convenience of the key ring how it weighs there keys therefore preventing it from getting lost. But both agreed to capturing memorable moments and taking them around with you. They said this was particular good with keys as you take your keys everywhere.

Join now!

 Due to us conducting two types of primary research which gives us a strong understanding and we have not just assumed anything just judging of one form of primary research. By carrying two we can be much more reassured.  

Secondary research also had to be carried out. One form we used was using the internet for researching what our user requirements are. By us being able to change and edit our product design on specialised software we can play around until we are satisfied. This could be the picture quality for both frames and key rings. Also dimensions ...

This is a preview of the whole essay