Market research often identifies how to improve the product, service or system and increase its chance of success within a particular sector or segment. The price a user is prepared to pay is usually determined through market research. This in turn sets an upper limit of cost to the design and production of a potential product, service or system. Market research has a crucial role in determining the constraints a designer has to work within.

• Purpose of market research

• Consumers’ reaction to technology and green design, and the subsequent impact on design development and market segmentation

• Market research strategies

• The purpose of market research includes idea generation and development; evaluating market potential and economic trends; collecting

data relating to demographics, family roles, consumers; identifying suitable promotional strategies; considering technological trends and scientific advances

• Market research strategies include literature search, expert appraisal, user trial, user research, perceptual mapping and environmental scanning

• Advantages and disadvantages of each

market research strategy considering the nature, reliability and cost of the research and importance to the design development process

Often designers will work on projects that have new and radically unfamiliar contexts. This will deepen their understanding of market research, equipping them with a range of tools and skills that they can employ in many areas of life and empowering them as lifelong learners.