Business · 6th Year · Business in Action · 3.º Período

Identifying Needs and Market Research

Students learn how businesses identify consumer needs through primary and secondary market research. They analyze how data informs product development and marketing strategies.

TL;DR:Identifying Needs and Market Research is the starting point for any successful business venture. Students learn how businesses move from a vague idea to a data-driven strategy by investigating consumer behavior. This topic covers the distinction between desk research (secondary) and field research (primary), as well as the importance of market segmentation.

• NCCA Curriculum Specifications
• NCCA Leaving Certificate Business Syllabus - Section 4.2
• NCCA Leaving Certificate Economics Specification - Strand 3.1

About This Topic

Identifying Needs and Market Research is the starting point for any successful business venture. Students learn how businesses move from a vague idea to a data-driven strategy by investigating consumer behavior. This topic covers the distinction between desk research (secondary) and field research (primary), as well as the importance of market segmentation.

In the Irish context, students look at how local businesses use research to compete with global brands. They analyze how companies like SuperValu or AIB use loyalty card data and surveys to tailor their offerings. This topic is essential for the 'Business in Action' section of the syllabus, as it provides the evidence base for all subsequent marketing and product decisions.

This topic comes alive when students can physically model the patterns of consumer preference by conducting and analyzing their own mini-market research projects within the school.

Key Questions

1. What is the difference between field and desk research?
2. How do businesses use market segmentation?
3. Why is market research crucial before launching a product?

Watch Out for These Misconceptions

Common Misconception

Market research is too expensive for small businesses.

What to Teach Instead

Desk research and social media polls are low-cost ways to gather data. A 'Think-Pair-Share' on free research tools helps students see that information is accessible to everyone, not just big corporations.

Common Misconception

If I like the product, everyone else will too.

What to Teach Instead

Personal bias is a major risk in business. Conducting a 'Blind Taste Test' or a survey helps students realize that their own preferences may not reflect the wider market's needs.

Active Learning Ideas

Inquiry Circle

The School Canteen Survey

Groups design a 5-question survey to identify a 'gap' in the school's food offerings. They collect data from other students, analyze the results using charts, and present a recommendation for a new product to the 'canteen manager'.

60 min·Small Groups

Gallery Walk

Market Segmentation

Images of diverse products (e.g., a high-end electric car, a budget airline ticket, a luxury watch) are posted. Students move around and identify the target market for each based on demographic, geographic, and psychological factors.

30 min·Pairs

Think-Pair-Share

Desk vs. Field Research

Students are given a business idea (e.g., a new gym in Dublin). They brainstorm three pieces of information they could find online (desk) and three they would need to ask people directly (field), then compare lists with a partner.

20 min·Pairs

Frequently Asked Questions

What is the difference between primary and secondary research?

Primary research (field research) involves gathering new data specifically for your needs, such as through surveys or interviews. Secondary research (desk research) involves using data that already exists, such as government reports, newspaper articles, or internet statistics.

How does active learning help students understand market research?

Instead of just learning definitions, active learning requires students to actually gather and interpret data. When students conduct their own surveys or analyze real-world market trends, they learn the difficulty of asking the right questions and the importance of unbiased results. This practical experience makes the theoretical advantages and disadvantages of research methods much more memorable.

What is market segmentation?

Market segmentation is the process of dividing a large market into smaller groups of consumers who have similar needs or characteristics, such as age, income, or lifestyle. This allows a business to target its marketing more effectively.

Why is a pilot survey important?

A pilot survey is a small-scale trial run of a full survey. It is important because it helps identify any confusing questions or technical issues before the business spends time and money on the main research project.