[5.7] Innovation, design and
marketing specifications
Essential idea: Successful innovations typically
start with detailed design and marketing
specifications.
Target Markets and Target Audiences
A target market is a specific, well-defined segment of
consumers that a company plans to target with its
products, services and marketing activities.
The term "target audience" is a bit narrower; it refers
specifically to the group of consumers targeted by
advertisements.
Example: If a company sells new diet programs for men
with heart disease problems (target market) the
communication may be aimed at the spouse (target
audience) who takes care of the nutrition plan of
their spouse and child.
Market analysis
• Typically a summary about potential users and
the market.
• An appraisal of economic viability of the
proposed design from a market perspective,
taking into account fixed and variable costs
and pricing
Design contexts for different target
markets and audiences
Task
• Read 5.7 of your Innovation Booklets and define:
• User Research
• User Trial
• Expert Appraisal
• Literature Search
Do additional research to explain the advantages and
disadvantages
List all the points that should be included in a Marketing &
Design specification
Then answer the following questions
Manufacturers often ask consumers to complete
a questionnaire when purchasing a new
product. What is this an example of?
• A. Expert appraisal
• B. Literature search
• C. User trial
• D. User research
•
•
•
•
•
What is an important aspect of a field trial?
A. Product testing
B. Advertising
C. Sales
D. Design development
• Which strategy is most likely to be used by
consumer associations to provide data to
consumers concerning value-for-money when
purchasing household appliances?
• A. Performance test
• B. User trial
• C. User research
• D. Expert appraisal
• Airlines charge increasingly large penalties for overweight
luggage. The penalties and the rules on penalties vary from
airline to airline. The Balanzza Digital Luggage Scale (see
Figure 1) has been designed to help avoid such penalties.
The scale is designed to be compact
(13 × 7 × 2.5 cm), lightweight (229 g) and cheap. A strong
strap secures it to the bag. To weigh the bag it should be
lifted by the scale, wait for the beep and then set down so
the digital scale can be read
• Outline one strategy involving the Internet
that the manufacturers of the Balanzza Digital
Luggage Scale could use to enhance market
penetration.
• Identify one target market for the Balanzza
Digital Luggage Scale.
• Identify one way in which Dyson might have
worked with users to develop a clearer
understanding of problems experienced with
the traditional wheelbarrow.
Have you answered all the questions?
Manufacturers often ask consumers to complete
a questionnaire when purchasing a new
product. What is this an example of?
• A. Expert appraisal
• B. Literature search
• C. User trial
• D. User research
What is an important aspect of a field
trial?
A. Product testing
B. Advertising
C. Sales
D. Design development
• Which strategy is most likely to be used by
consumer associations to provide data to
consumers concerning value-for-money when
purchasing household appliances?
• A. Performance test
• B. User trial
• C. User research
• D. Expert appraisal
• Outline one strategy involving the Internet that the
manufacturers of the Balanzza Digital Luggage Scale
could use to enhance market penetration.
• Award [1] for each point in an outline of one strategy
involving the Internet that the manufacturers of the
Balanzza Digital Luggage Scale could use to enhance
market penetration [2 max].
banner ad on website e.g. ticketing website/airline
website;
to promote/advertise the product;
•
use of social networking sites / virtual travel
communities;
these enable travellers to share good ideas / problems
encountered with travel and other products;
• Identify one target market for the Balanzza Digital
Luggage Scale.
• Award [1] for identifying a target market for the
Balanzza
Digital Luggage Scale and [1] for a brief
explanation [2 max].
frequent travellers, especially ones who travel on
different airlines;
they can keep a check on the weight of their
luggage and avoid penalties;
• families who travel together;
they can use the Balanzza to distribute their
luggage and minimize penalties incurred;
• Identify one way in which Dyson might have worked with
users to develop a clearer understanding of problems
experienced with the traditional wheelbarrow.
• Award [1] for identifying one way in which Dyson might
have
worked with users to develop a clear understanding of
problems
experienced with the traditional wheelbarrow and [1] for a
brief
explanation [2 max].
user trial;
observed how the wheel barrow was used;
• user research;
obtained users’ responses/interview/questionnaire/survey;