[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 testingB. AdvertisingC. SalesD. 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 strategyinvolving the Internet that the manufacturers of theBalanzza Digital Luggage Scale could use to enhancemarket 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 / problemsencountered with travel and other products;

• Identify one target market for the Balanzza Digital Luggage Scale.

• Award [1] for identifying a target market for the BalanzzaDigital 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 haveworked with users to develop a clear understanding of problemsexperienced with the traditional wheelbarrow and [1] for a briefexplanation [2 max].user trial;observed how the wheel barrow was used;

• user research;obtained users’ responses/interview/questionnaire/survey;