MAR4836
Assignment 1 – Primary Research
Due Week 2 for 15 pts (2-3 page report)
1) Review in your readings, Sanders’ “Learn by Doing” concept,
Belz’ “Where do new products come from,” and Kelley’s notion
of “enlightened trial and error.”
2) Write down every %me feel upset about something that you
think you can improve (either product or service). Then, use
some of these ideas to generate a list of 10 customer pain point
ideas. For example, I hate it when I have to stop in the middle of
running to %e my shoes.
3) Conduct primary research to determine which of your pain
points are prevalent and which ones people are willing to pay for
a solution. Use data to iden%fy and narrow your target pain
point. Here’s how:
· Develop 5-10 primary research question about your pain points.
Use the question to determine a) how prevalent the pain point
is, i.e. how many people share it, b) how do they deal with them
now, c) will they pay for a solution, d) how much would they
pay? Use at least 2 of the following methods to conduct your
research:
o Do 5-10 Interviews (phone or in-person).
o Send 10-20 Surveys (you may use Facebook surveys, email,
free Survey Monkey, or Google Drive forms: You may
survey the class if they are willing). Please include a valid
link in your report.
o Make 1-2 observation of customer dealing with situation
now (in their own regular lives).
o Search the internet for complaints around these issues or
pain points.
4) Analyze data by creating a content analysis table of 2-5 complaint
