Experiential Activity: Chocolate Bar Market Research Activity
Learning
Objectives
Curriculum
Connections
Business Plan
Slides
Overview

Students will practice designing and implementing a simple market research activity.

Students will be able to identify a potential target market and create a new product
specifically for that market based on market research.

Students will receive practice in creating promotional plans for their products.

Entrepreneurship 11th Edition – Chapter 7: Market Research

“Market Analysis”

“Target Market Segment”

“Competitive Advantage”
Note: This activity is a required activity as part of the NFTE Standard Student Experience,
and is 1 of the 8 required experiential activities in the Teacher Stipend Program.
The Chocolate Bar Market Research Activity is best introduced when students are learning
about Market Research in Chapter 7. By completing this activity, students will receive
practice in doing their own Primary Research effectively. Therefore, this is a great exercise to
complete before attempting to do the Market Analysis slides on their own business plan. As
part of their participation in the Wholesale Buying/Selling Experience (one of the eight
required experiential activities), students are required to do Market Research before doing
the Buying Activity. Doing the Wholesale Event after this activity can help students do more
effective research before attending the Buying Event.
Many students have dietary restrictions or food allergies. Please check with students
before allowing them to eat the chocolate bars in this activity, and modify the activity
accordingly if necessary.
Notes for
Instructor
Important Definitions
“Market” – a potential group of customers – people or businesses – who are willing and able
to purchase a particular product or service.
“Market Research” – an organized way to gather and analyze information needed to make
informed business decisions.
“Primary Data” is new information gathered during Market Research that comes directly
from potential groups of customers. Common ways of obtaining data are: Interviews,
Surveys, Focus Groups, and Observations.
“Target Market” – a limited number of customers who are the most likely to by a product or
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service. Many entrepreneurs will focus their efforts on marketing to these groups.
Time Needed
Materials
Needed
Teacher Prep
2-3 Class Periods (100 – 120 minutes)

Variety of Regular-Sized Chocolate Bars (Milk, Dark, Almonds, etc…); 1 per Group

Bag of Assorted Chocolate Bars (Optional)

Student Handout (Attached)

Markers

Poster Board or Easel Paper

Scissors

Tape
1. Determine who will be judging the final products and what the prize will be.
2. Get enough chocolate bars so that each group of 4 gets one regular-sized bar.
3. Make copies of the Student Handout (Attached)
4. Ask other teachers if it would be possible to visit their classroom for a few minutes so
that students can get survey respondants.
Instruction
Before the Activity
1. Pose the following situation to the class:
“A company that makes chocolate bars is looking to invest in a new chocolate bar created
by a team of young entrepreneurs. However, it has yet to find an innovative and exciting
new product and brand that caters specifically to the market of youth ages 12-19. In
addition to a new chocolate bar idea, the company would like market research about its
feasibility before investing.”
2. Start a discussion about the importance of market research. Ask the students why the
company would be interested in doing research BEFORE investing in the chocolate
bar.
a. Be sure to define what a “Market” is and what “Market Research” is if students
have not had a lot of exposure to these concepts in the book.
b. Try to lead the discussion in the course of WHY Market Research is important,
and what it means to identify a “Target Market.”
c. Ask students for general things they would want to find out during their
chocolate bar market research. Sample responses would be: “What is the
most popular type of chocolate bar?”; “How often do they purchase chocolate
bars?”
Activity Part 1
1. After a discussion, tell the students that they will be getting into groups to do this
exact market research. Split students into groups of 4-5 and give every student a
Student Handout.
2. Review the instructions for Part 1 with the students. Tell the students that they must
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come up with a 6 question market research survey to research what would be the
best type of chocolate bar to sell to youth ages 12-19.
3. Have students work in groups to develop the survey questions on their student
handouts. If students have a difficult time coming up with questions, you can provide
the following as examples:

What is your favorite type of chocolate?

What are your three favorite ingredients?

What are your favorite chocolate bars?

How often do you purchase chocolate bars?

Where do you buy chocolate bars?

How much are you willing to spend for a normal size chocolate bar?
4. When all the groups are finished, have the students ask their questions to other
students as they are potential customers in this target market of 12-19 year olds. If
possible, have the students visit another classroom or a lunchroom to get the results.
Each group should be responsible for getting 20 unique responses.
5. Have the students meet back in groups to count up their totals and complete the rest
of part 1 of their student handout. Tell students that after they are done tallying up
their data, each group will share some things they learned.
6. During the share out of data findings, ask students if they hear any trends or
differences in the data collected. Try to see if they can identify any differences in the
sample sets for their data (i.e. a freshmen class surveyed versus a senior class, etc….)
Draw conclusions based on key results.
Activity Part 2
1. Now that all the groups have their own data, review the instructions in Part 2 of the
Student Handout with the students. Tell students that they now must create their
new chocolate bar based on the market research done by the group. Each group
must:

Design a NEW chocolate bar

Design a brand name, logo, and slogan

Identify what makes their chocolate bar different

Price of the bar and where it will be sold

Come up with a commercial to perform about their bar

EXPLAIN the reasoning behind their strategy and link it to the market research
2. Tell students that the new products will either be voted on by the class, or by a panel
of judges (depending on what you decide for each). Also, let the students know what
the prize is for the competition. (This can be the bag of assorted chocolates, or it can
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be something such as a “Free Homework Pass”
3. Give each group a normal sized chocolate bar for inspiration while they work. Also
provide students with chart paper, markers, etc… to prepare for their presentation.
4. When students are ready to present, be sure to remind whoever is judging – either
the class or the judges – that the reasons for their decisions supported by their market
research is just as important as creativity in this competition.
5. Announce the winners and give the winning group the prize!
After the Activity
1. Be sure to have a final discussion with the students to debrief what was learned
during this activity about market research. Be sure to highlight the groups that did the
best job linking the market research to the promotional plan.
2. Discuss with the students that they did “Primary Research” and let them know that
they can use similar methods to do their own research for their business plan.
Assessment
Modifications
Extensions

Students can be assessed informally by their participation and answers during the
class discussion and presentations.

Students can be assessed more formally on the completion of their Student Handout
and the quality of their presentation.

It is very important to link the student learning of the market research to the
development of the new product. If students create an interesting product, but do
not support their choices with sufficient data from their research, then remediation
may be necessary.

If students cannot visit other classes to get the survey responses, the class can do a
survey as a whole class to get the same data. However, visits to other classrooms will
ensure a more interesting and unique data set per group.

For students that have difficulty creating questions, or for sake of time, students can
be given the questions suggested in the “Instruction” part of this guide and the
brainstorming research questions part can be skipped.

Entrepreneurship 11th Edition Student Workbook
o Study Guide p.61-65
o Business Plan Project p.269

Eva’s Edibles Case Study (Market Research Activity)

Wholesale Buying/Selling Experience

Magazine Game (Chapter 8)
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Chocolate Bar Market Research Activity
Student Handout
Challenge: A company that makes chocolate bars is looking to invest in a new chocolate bar created by a team
of young entrepreneurs. However, it has yet to find an innovative and exciting new product and brand that
caters specifically to the market of youth ages 12-19. In addition to a new chocolate bar idea, the company
would like market research about its feasibility before investing.
Part 1: Market Research
Instructions: Working in groups, develop a 6 question market research survey to research what would be the
best type of chocolate bar to sell to youth ages 12-19. Remember to ask questions that will help you design a
new product that people in that age group will want to buy. Ask your teacher if you need help thinking of
questions.
Write your questions in the space provided below. You will ask these questions to a classmate who is in the
target market of 12-19 year olds, and record their answers in the spaces below the questions. Your group
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must get 20 different people to take your survey. After getting your responses, meet back with your group to
put all your data together.
Question 1:
Question 2:
Question 3:
Question 4:
Question 5:
Question 5:
Part 1 Continued
List some of the key things you learned as a group from doing your research to share with the class. Try to
think of how you could use this information do develop a new chocolate bar.
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Part 2: Develop a new Product
Instructions: Now it is time for your group to create a new chocolate bar based on your market research. As
part of your new product, your group must:

Design a NEW chocolate bar

Design a brand name, logo, and slogan

Identify what makes your chocolate bar different

Price of the bar and where it will be sold

Come up with a commercial to perform about your bar to judges or your classmates

EXPLAIN the reasoning behind your strategy and link it to the market research done
Remember: The reasons for your decisions that are supported by their market research are just as important
as creativity in this competition.
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