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Statisa has divded opinion among previous tutors as to whether it is a reliable source. Will it be accepted for this module?

Statista is a leading company in terms of industry stats, MIC is a practical module where there is plenty of opportunity to reference academic theory, but there is a place for industry stats too, so the answer is yes

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Could I just check that when patent searching, we only have to search within Europe?
Good morning in answer to this question and the one below, espacenet is attributed to the European patent office. So even if the 'inventor' is international they may have intentions to sell in Europe. In reality none of us are patent lawyers so we can only work with the information to hand, therefore you need to think about implications for your idea and what you would do to protect it, initially focused on UK but with maybe with the potential to roll out in the future...this is for you to decide. Hope this helps.

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If we have an idea for a product but it already exists and is patented. Can I alter it slightly (such as change of material/shape) or would that still be using a patented product and have issues further down the line?

Monday's lecture 3 covers IP and how to tackle this but you will have to evidence your IP research, say how you plan to change the product so its not exactly the same and discuss implications e.g. will this still meet the customer need, you'd need to protect your idea, potential risks if a competitor wants to challenge.. Hope this helps. See you on Monday

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Are we supposed to justify what our general and specific markets are or can we just state what they are?

I would just state what they are, unless you feel you have to specifically justify... What we are looking for here is your discussion around the implications for your idea, of the market data you've found. Hope this helps.

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In our concept can we give you our brand name with the trademark sign already in it and explain in our IP section that we plan to apply for a trademark?

Yes you can, although deciding whether you are a start up or existing company is not imperative for Task 1 as you are only considering a concept (where task 2 has marketing mix implications), if you have already decided on a name or company it is worth mentioning implications for Trademarking this in your IP section.

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I am a little bit confused with the Espacenet website as i thought it was just europe, however, it has inventors from all over the world. Does this mean we ignore everything on it apart from the UK?

Please see my response above under patent search

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Do we need to disclose anything about data being deleted after a certain amount of time or giving them an option to opt out of research?

It depends whether the method you used allows space for this, e.g. survey monkey. It's good research practice, but I would be more concerned for an in depth piece of research like a dissertation of thesis rather than this project which is a light touch evaluation of a product concept i.e. in most cases a short survey...hope this makes sense.

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Should we included screenshots of the overall search showing what we searched and then discuss the problems / ways of getting around the patents in the main body.

Or do we have to screen shot details of individual patents?

I am loath to be prescriptive here as each product is different. This is part of  critical thinking, you need to determine what you think are appropriate levels of 'evidence' in your appendices so that the reader can see that there is a degree of rigour and the implications you are discussing in the main body of the report are based on this. Hope this helps you...

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If my product idea is similar to those in the market, do I need to change my coursework from the beginning or do I then identify this in the IP section and then change this to be different from them? Thanks

90% of new product ideas are developments of existing products, so our expectations are that most students will be looking to improve what is already out there. Hopefully you will not need to go ‘back to the drawing’ board, in industry this would be avoided where possible as it wastes time and money! You need to discuss the implications of your findings in your IP section and what you will do to protect your developed idea...hope this helps.

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When thinking about gap analysis for concept generation, does it have to focus on benefits, or can it consider features?

Hi this is a good question, I think this is really down to you to decide. Prior to conducting primary research I would be inclined towards the features. Post primary research you could do a gap analysis based on the customer feedback re. benefits (their CCFs). I have managed to get hold of an electronic copy of Crawford and Di Benedetto's book via google books (I'm aware hard copies are all on loan with 13 more ordered by the library) and have saved this under Support Resources reading list, at the bottom. Page 153 covers gap analysis and may be a useful academic reference to add to your own references list.

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I'm unsure what the general and specific market should  include and not sure whether you look at it from a product point of view or audience point of view?

I would suggest going back to lecture 4, I referred to the example of the power pocket mobile phone charge where the general market was mobile communications and the specific market chargers, this is based on products and will allow you to consider your competitors...
You then need to address segments/targets following your secondary and/or primary research with your potential target market. Each market is slightly different and so it is for each student to justify their own decisions. Hope this helps.

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When creating research objectives for primary research, do they need to be SMART?

I'd say not, but what I would say is that they need to be justified based on your secondary research gaps, hope this helps...

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??...not sure if you had a question??

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Should primary research be a separate part or be integrated with market opportunities and consumer issues?
Please refer to the assignment brief, Primary research is a separate section, I'd expect you to draw comparisons with secondary and discuss implications of your findings here in order to draw you conclusions. Thanks.

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Am I able to talk of my concept/product idea as if I am working for a brand/organisation? Therefore meaning the new product can feature already patented technology but adapt/add. Thank you!
Yes you can if you think this is pertinent to your idea. As previously mentioned on the board, you don't actually have to determine if you are an existing company or a start up until task 2 as this impacts production, launch etc. However if it helps you in Task 1, go for it.

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what is the aims of marketing opportunity? why we need to consider the general and specific market, competitors, target consumer? Does this just help us to find a concept about our new product or provide evidence that we product can be receive by market ?

Apologies I am a little unsure what you are asking? What you are aiming to do in this section is establish if through your secondary research you believe there is a potential commerical opportunity with your idea, will there be demand for it?. In reality if the secondary data/IP suggest this is not a good idea, why would a business invest time/energy into primary research? but you may need to do this to confirm this.
This is a concept evaluation, so an early steer on whether the company would go further into development requires a clearly justified recommendation based on both secondary and primary research 'evidence'. It's up to you to decide what you need to present in order to build your argument of whether to go to the next stage or not. Does that help?

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In seminar 3, it says how Crawford C.M and Di Benedetto say brain storming is one of their creative techniques. I've found their book, new product management, but I cannot find where they talk about brainstorming. I want to reference this properly in my work but I can only find information on Gap Analysis on page 153. Is the reference for brainstorming even in that book? Please help, thank you!

Hi there Crawford and Di Benedetto cover brainstorming in chapter 5 Finding and solving customer problems under the section group creativity (2011 edn p141)...hope this helps..

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For the first section, and to hit high marks, it says 'very good knowledge of underlying consumer issues' i'm just a bit stuck on how much detail and evidence we need for this section? Do we simply state our consumer issue which lead us to create the product? As i assume the majority of market data goes in the analysis of market opportunity section.

I would ask you to refer to lecture 4...so for example when I talked about the problem of charging phones at festivals I then referred to information such as the number of people who use phones and go to festivals but cite charging phones as a problem....the market analysis section would then consider if there is market growth potential etc This is where your own critical thinking skills have to kick in order to gain higher marks in telling your 'story', this is not a prescriptive assessment...everyone's report will have slightly different information included as they have different ideas...hence the creativity bit...hope this helps.

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In this section do we highlight the problems in the market with evidence and then discuss the idea. Or should the idea be discussed later on after the concept statement and in the marketing opportunity?

Hi to some extent how you construct your product concept 'story' is up to you, as a final year assessment we want you develop your own critical arguments and avoid being overly prescribing about how exactly to do this (after all there are 185 students and their different product permutations on the module). The main thrust of the consumer issue/problem is that you make it clear there is a genuine an issue that you are seeking to solve with your product (i.e. there is a clearly a benefit for the consumer) and provide research evidence be it secondary or primary to support this (if you conclude there isn't enough support you will probably recommend the product should not be taken further to development stage...)

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Do we need to use academic theory or model to analyse each part? i did not find some theory can be used, could you give me some suggestion?

No I think this would be overkill! I went through a number of theoretical suggestions in lectures. I would suggest you go back to your notes, but areas could include ideas generation, the importance of research in NPD, segmentation/targeting theory, IP theory etc etc. As a level 6 assessment these are decisions you will need to make...your references list will include secondary sources you have referred to as well as academic theory. Don't forget the module reading lists...

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I remember you briefly mentioned positioning. Should we have a small section on positioning?

Positioning/positioning maps is a good way to articulate where you are in relation to your competitors and target audiences CCF's...you should determine if this is important in telling your product 'story' for want of a better word, as everyone's idea, market, competitors are different from mass market to niche product ideas. Hope this helps you to decide.

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I am aware we need to make a section on underlying consumer issues or problems, how many words would be recommended for this section? Do we need to make a short concise paragraph with the issues addressed, which can then lead onto the product concept articulation? Thanks.

Hi you can state the concept statement upfront if you want in the introduction. There are no right or wrong answers how to write this, each persons report will have a different balance of words depending on the product/what you've discovered through secondary etc.  At level 6 we would refrain from being so prescriptive about word count for each section as these are decisions you will need to make to access higher mark bands (i.e. demonstrate your criticality of what goes in and stays out.

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the most suitable target market from my research would be 11-21 year olds, am I allowed to find data from younger people or is this against the ethics agreement?
As stated in the lecture and seminar you can not ask minors i.e, under 18's. Unless you want to wait months to go to an ethics committee :-) Ask Parents instead and mention this as a limitation perhaps?

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You mentioned the FAB model by Crawford and Benedetto in lecture 3 and explained the meaning of benefits and features however you didn't mention attributes. After  looking in the book it isn't the same. Please can you go into some more detail about this model?

FAB is actually adapted from Crawford and Di Benedetto. If you look at p409 (2011 edn) they consider Attributes and break attributes down into function, feature and benefits. Function is less commonly used in NPD as it is difficult to articulate...Happy for you to discuss and refer as you see fit...Hopefully this helps explain why FAB...

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Just wondering, is it necessary to obtain where the respondents are from (ie East Midlands, West Midlands) for this assignment?

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Just wondering, is it necessary to obtain where the respondents are from (ie East Midlands, West Midlands) for this assignment?

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If it has any bearing on your product idea? Perhaps state and then explain at development you may want to conduct further research?

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I'm a little confused what we need to put in this section. Do we need to state if we are a new company or a company that already exists and from that highlight a few barriers and blocks it comes with.

I did mention this in the lecture and have already answered a similar question above...you do not have to state anything about the company at this stage...this is a product concept evaluation not a brand/company evaluation....this could send you off on a tangent which takes you outside the brief and eat into your word count. Write your report with the assessment brief/criteria to hand. You don't have a lot of words to play with. So you have to be critical about what's in and out at this stage...hope this helps

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Do we need to talk about screening and selection?  If so, how do we identify if our concept has what it takes to be successful, without going in to much detail from our primary and secondary research.

I assume you are talking about the slide in lecture 2? No you don't need to talk about this explictly but it is a sanity check for any product manager , essentially has your concept got a USP which potential customers consider important compared with other potential solutions to their 'problem' on the market (competitors) and is there market potential based on both your primary/secondary research...hope this helps

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As I have carried out the IP checks I have realised my product exists and is very similar to my design, if I was to make this slightly different eg a different shape or material would this be ok?
We did cover this in the IP lecture, I said unless imperative don't go back to the drawing board, discuss the implications of what you have found and what you plan to do about it, different materials etc. However acknowledge the risk if the product is in the market will the consumer perceive the differentiation of your product important...ask them that's what primary is all about. Hope this helps

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Are we allowed to put graphs and other images in the main body of the text, to help it flow better or should we throw all of them in the appendices?

You are allowed to use the wordcount as you see fit and as per the guidance given. Although I would emphasise anything you refer to in your appendices must have implications discussed in the report, so it's not about throwing everything you've ever read in there. The report should always stand alone and the appendices lends support. Choice is yours graphs in or out of the report...

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I have carried out extensive secondary research but there are still some big gaps with regards to supporting my concept. For this reason, I can't fully populate a segmentation matrix with the different segments until I collect some primary data from my audience. Due to this, can I place my target market/segmentation section at the end of my essay? I feel it would work better this way as I would have more data to influence my segment decisions

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I have carried out extensive secondary research but there are still some big gaps with regards to supporting my concept. For this reason, I can't fully populate a segmentation matrix with the different segments until I collect some primary data from my audience. Due to this, can I place my target market/segmentation section at the end of my essay? I feel it would work better this way as I would have more data to influence my segment decisions

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Absolutely yes, this is well justified. As long as it is there are underpinned by sound research.

I'd like to reiterate that with 185 students on the module all will have a different product, market, competitors, potential target audience with different levels of secondary research available which may demand more from primary to fill the gaps..... There is not a right and wrong answer, higher attaining students will think this through critically and make the decision is best to tell their product 'concept evaluation' story'.

Remember the level 6 learning outcomes I shared in lecture 1 and on this BB site is to be able to deal with complexity and ambiguity. There  reallyis no right or wrong...just well reasoned justified discussions about implications and decisions you have made as marketer with a new product idea.
G

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Do we need to only carry out the creative techniques for our final product, so multiple ideas that solve the same issues? Do we need to explain the theory and evaluate our product in this section?

Please refer to the other question on creative techniques ...same applies here, these are decisions each student has to work through and make justified decisions, this is what differentiates critical thinking and warrants higher marks....What story would you want to present in a report to a marketing director when pitching your new idea? With only 2000 words you need to prioritise what's critical. Hope this helps you have the confidence to write and then perhaps edit before you submit.

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I understand we need to have a section on primary research from our surveys. I am unsure what is exactly being asked within the module guide and for this section?

As per the lecture when I covered off research and also the final year learning outcomes... you do need  to think this question through for yourself so you can justify what you put in your own product evaluation. Essentially you are using primary research to fills gaps left by secondary and identify what a target audience think about your product...what are the key takeouts from this and the implications of this on your idea...these are decisions which you need to make in order to tell your product story, how your present your findings are all part of these choices you need to make.

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Would two creative techniques be enough for the assignment? I am unsure how to place these into the report, would we simply conduct a FAB model, and place this into the appendix or do we need to talk about this in the main body?

You need to decide if you want to include creative techniques and a FAB framework in your report to tell your own product story...it doesn't explicitly say in the brief you must include these...but may be a way for you to get some theory in. Don't bury anything in the appendices, this information should be supporting 'evidence'. This is a level 6 assessment and as such these are all decisions that you need to have the confidence to make yourself and be able to justify. Justification is one of the assessment criteria for higher marks in Task 1

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for the product concept statement it says to 'articulate', do we simply state what our product statement is?

Yes that's right. 'Articulate' was used deliberately as often it is hard for people to put their ideas into a clear and succinct statement others will understand. What exactly in is/what it does/the solution or benefit can be hard to articulate and will take practice. Thanks.

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SurveyMonkey Screenshots in the Appendix

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SurveyMonkey Screenshots in the Appendix

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When screenshotting the questions asked from survey monkey, should I group them all as 'Appendix A' for example, or should I use each screenshot as a seperate appendices reference.

Please see the response to the post 'appendices' this will hopefully help you to make a decision, thanks.

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Is there a maximum number of appendices we should have? and in terms of our results from our primary research should we put each graph as a new appendix or can we put all results under one?

There is no maximum but be critical everything you put in must be clearly referred to as supporting evidence, the report had to stand alone. I'd put all charts under one appendices but clearly label each chart e.g. the question in the survey so it's obvious to the reader. You can include key charts in appendices or the report it's up to you, whichever you feel flows best for the reader of the report.
Hope this helps.

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If our product function already exists which is what is being used to solve our problem, but we redesign how it does this function for example   the function is hidden inside our product is this enough justification to overcome the IP checks?
Hi, I have answered a similar question above; see the post titled patents at the top of the wall. Hope this explains/reassures you. Thanks.

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If we use interviews as another way of primary research do we need to put a transcript in the appendices or is it enough to just explain the findings in the main report?

It would be useful to include a summary of the interview (as opposed to a full transcript) in the appendices as research 'evidence' in the same way that surveys may include graphs...but with key take-outs and implications in the report itself.

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After we have discovered the general and specific market which if both are viable, when conducting the competitor analysis would we need to conduct this for both markets or just one? Thanks

You should consider competitors within the specific market otherwise your report will be too general...there may not be direct competitors but indirect competitors may solve the consumers 'problem'

If the specific market is simply a packaging innovation, can we still use the general market as this is the actual product or would this be incorrect?

Your specific market would be the category that your product falls into, e.g. in the lecture I talked about mobile communications and then battery charges....
Hope this helps.

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No, as long as you have covered it and explained why there is a need for the product i.e. it solves a problem and will provide customer value that is absolutely fine.  You have 2000 words so avoid any repetition. Hope this helps.

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Does the chart in the text need to count the number of words, does the primary research plan need to be included in the primary research part?

No words in charts won't count. Re. your second question you need to decide this, if you have already explained your rationale for your chosen methodology, sample and explained the gap left by your secondary do you need to do this? Avoid any repetition in a your report. Hope this helps

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The primary research I've gathered has suggested that my earlier target market and positioning will need adjusting. Is this something I can cover in the conclusion i.e stating that yes this product would work but it would need to be adapted by 'x', or would I have to stay true to my original concept, target market and positioning and say that it wasn't feasible under the suggested conditions?

Hi, no absolutely you must explain what your research revealed, you would never ignore this. Your conclusion

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When discussing the primary research, do you have to reference yourself

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When discussing the primary research, do you have to reference yourself

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No, you don't need to.

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Are we meant to discuss every questions and compare this with the secondary as this would require a large proportion of the word count, also do we need to write our objectives in the main body of the report or can we just refer to these that are on the ethics forms? Thanks

You should include 'key take outs' as per the assessment grid, putting the objectives on your objectives form seems sensible. How you best use the word count to tell your particular product story is to be determined by you, this is part of the assessment, but ensure you keep cross checking against the marking grid.

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do we need to refer to our research ethics form in the assignment if we put this into the appendix?
I'd probably add the research conducted adhered to SHU research policy and park it there. Thanks,

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In the module guide, it says on the lecture slide to use customer targeting decision matrix.. Can you explain what this is please because I don't think i have come across it before.

This was covered in Strategic Approaches to Marketing (Second year).  It is based on devising customer segments by the Benefits or customer choice factors that influence them – see Russell Haley’s article – Benefit segmentation;  A Decision Oriented tool.

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Statista
Statista
Statisa has divded opinion among previous tutors as to whether it is a reliable source. Will it be accepted for this module?


Statista is a leading company in terms of industry stats, MIC is a practical module where there is plenty of opportunity to reference academic theory, but there is a place for industry stats too, so the answer is yes
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Patent Search
Patent Search
Could I just check that when patent searching, we only have to search within Europe?
Good morning in answer to this question and the one below, espacenet is attributed to the European patent office. So even if the 'inventor' is international they may have intentions to sell in Europe. In reality none of us are patent lawyers so we can only work with the information to hand, therefore you need to think about implications for your idea and what you would do to protect it, initially focused on UK but with maybe with the potential to roll out in the future...this is for you to decide. Hope this helps.
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Patents
Patents
If we have an idea for a product but it already exists and is patented. Can I alter it slightly (such as change of material/shape) or would that still be using a patented product and have issues further down the line? 

Monday's lecture 3 covers IP and how to tackle this but you will have to evidence your IP research, say how you plan to change the product so its not exactly the same and discuss implications e.g. will this still meet the customer need, you'd need to protect your idea, potential risks if a competitor wants to challenge.. Hope this helps. See you on Monday


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General and Specific Markets
General and Specific Markets 
Are we supposed to justify what our general and specific markets are or can we just state what they are?

I would just state what they are, unless you feel you have to specifically justify... What we are looking for here is your discussion around the implications for your idea, of the market data you've found. Hope this helps.
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Trademarks
Trademarks
In our concept can we give you our brand name with the trademark sign already in it and explain in our IP section that we plan to apply for a trademark?

Yes you can, although deciding whether you are a start up or existing company is not imperative for Task 1 as you are only considering a concept (where task 2 has marketing mix implications), if you have already decided on a name or company it is worth mentioning implications for Trademarking this in your IP section.

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Gap Analysis
Gap Analysis
When thinking about gap analysis for concept generation, does it have to focus on benefits, or can it consider features?

Hi this is a good question, I think this is really down to you to decide. Prior to conducting primary research I would be inclined towards the features. Post primary research you could do a gap analysis based on the customer feedback re. benefits (their CCFs). I have managed to get hold of an electronic copy of Crawford and Di Benedetto's book via google books (I'm aware hard copies are all on loan with 13 more ordered by the library) and have saved this under Support Resources reading list, at the bottom. Page 153 covers gap analysis and may be a useful academic reference to add to your own references list.
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2
Patent search
Patent search
I am a little bit confused with the Espacenet website as i thought it was just europe, however, it has inventors from all over the world. Does this mean we ignore everything on it apart from the UK?

Please see my response above under patent search
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Research
Research
Do we need to disclose anything about data being deleted after a certain amount of time or giving them an option to opt out of research?

It depends whether the method you used allows space for this, e.g. survey monkey. It's good research practice, but I would be more concerned for an in depth piece of research like a dissertation of thesis rather than this project which is a light touch evaluation of a product concept i.e. in most cases a short survey...hope this makes sense.
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0
Screen shots for IP
Screen shots for IP
Should we included screenshots of the overall search showing what we searched and then discuss the problems / ways of getting around the patents in the main body. 

Or do we have to screen shot details of individual patents?

I am loath to be prescriptive here as each product is different. This is part of  critical thinking, you need to determine what you think are appropriate levels of 'evidence' in your appendices so that the reader can see that there is a degree of rigour and the implications you are discussing in the main body of the report are based on this. Hope this helps you...

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Product Idea
Product Idea
If my product idea is similar to those in the market, do I need to change my coursework from the beginning or do I then identify this in the IP section and then change this to be different from them? Thanks

90% of new product ideas are developments of existing products, so our expectations are that most students will be looking to improve what is already out there. Hopefully you will not need to go ‘back to the drawing’ board, in industry this would be avoided where possible as it wastes time and money! You need to discuss the implications of your findings in your IP section and what you will do to protect your developed idea...hope this helps.





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0
General and specific markets
General and specific markets 
I'm unsure what the general and specific market should  include and not sure whether you look at it from a product point of view or audience point of view?

I would suggest going back to lecture 4, I referred to the example of the power pocket mobile phone charge where the general market was mobile communications and the specific market chargers, this is based on products and will allow you to consider your competitors...
You then need to address segments/targets following your secondary and/or primary research with your potential target market. Each market is slightly different and so it is for each student to justify their own decisions. Hope this helps.

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0
Research objectives
Research objectives
When creating research objectives for primary research, do they need to be SMART?

I'd say not, but what I would say is that they need to be justified based on your secondary research gaps, hope this helps... 
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0
Product idea
Product idea
??...not sure if you had a question??
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0
Primary research
Primary research
Should primary research be a separate part or be integrated with market opportunities and consumer issues?
Please refer to the assignment brief, Primary research is a separate section, I'd expect you to draw comparisons with secondary and discuss implications of your findings here in order to draw you conclusions. Thanks.

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Concept Idea
Concept Idea
Am I able to talk of my concept/product idea as if I am working for a brand/organisation? Therefore meaning the new product can feature already patented technology but adapt/add. Thank you!
Yes you can if you think this is pertinent to your idea. As previously mentioned on the board, you don't actually have to determine if you are an existing company or a start up until task 2 as this impacts production, launch etc. However if it helps you in Task 1, go for it.

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0
Marketing opportunity
Marketing opportunity 
what is the aims of marketing opportunity? why we need to consider the general and specific market, competitors, target consumer? Does this just help us to find a concept about our new product or provide evidence that we product can be receive by market ?

Apologies I am a little unsure what you are asking? What you are aiming to do in this section is establish if through your secondary research you believe there is a potential commerical opportunity with your idea, will there be demand for it?. In reality if the secondary data/IP suggest this is not a good idea, why would a business invest time/energy into primary research? but you may need to do this to confirm this.
This is a concept evaluation, so an early steer on whether the company would go further into development requires a clearly justified recommendation based on both secondary and primary research 'evidence'. It's up to you to decide what you need to present in order to build your argument of whether to go to the next stage or not. Does that help?

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Brainstorming
Brainstorming
In seminar 3, it says how Crawford C.M and Di Benedetto say brain storming is one of their creative techniques. I've found their book, new product management, but I cannot find where they talk about brainstorming. I want to reference this properly in my work but I can only find information on Gap Analysis on page 153. Is the reference for brainstorming even in that book? Please help, thank you!

Hi there Crawford and Di Benedetto cover brainstorming in chapter 5 Finding and solving customer problems under the section group creativity (2011 edn p141)...hope this helps..

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Consumer Issues and problems
Consumer Issues and problems 
For the first section, and to hit high marks, it says 'very good knowledge of underlying consumer issues' i'm just a bit stuck on how much detail and evidence we need for this section? Do we simply state our consumer issue which lead us to create the product? As i assume the majority of market data goes in the analysis of market opportunity section.  

I would ask you to refer to lecture 4...so for example when I talked about the problem of charging phones at festivals I then referred to information such as the number of people who use phones and go to festivals but cite charging phones as a problem....the market analysis section would then consider if there is market growth potential etc This is where your own critical thinking skills have to kick in order to gain higher marks in telling your 'story', this is not a prescriptive assessment...everyone's report will have slightly different information included as they have different ideas...hence the creativity bit...hope this helps.

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Consumer problem or issue
Consumer problem or issue 
In this section do we highlight the problems in the market with evidence and then discuss the idea. Or should the idea be discussed later on after the concept statement and in the marketing opportunity?

Hi to some extent how you construct your product concept 'story' is up to you, as a final year assessment we want you develop your own critical arguments and avoid being overly prescribing about how exactly to do this (after all there are 185 students and their different product permutations on the module). The main thrust of the consumer issue/problem is that you make it clear there is a genuine an issue that you are seeking to solve with your product (i.e. there is a clearly a benefit for the consumer) and provide research evidence be it secondary or primary to support this (if you conclude there isn't enough support you will probably recommend the product should not be taken further to development stage...)



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Theory
Theory
Do we need to use academic theory or model to analyse each part? i did not find some theory can be used, could you give me some suggestion?


No I think this would be overkill! I went through a number of theoretical suggestions in lectures. I would suggest you go back to your notes, but areas could include ideas generation, the importance of research in NPD, segmentation/targeting theory, IP theory etc etc. As a level 6 assessment these are decisions you will need to make...your references list will include secondary sources you have referred to as well as academic theory. Don't forget the module reading lists...
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Positioning
Positioning
I remember you briefly mentioned positioning. Should we have a small section on positioning?

Positioning/positioning maps is a good way to articulate where you are in relation to your competitors and target audiences CCF's...you should determine if this is important in telling your product 'story' for want of a better word, as everyone's idea, market, competitors are different from mass market to niche product ideas. Hope this helps you to decide.
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Consumer Issues or problems
Consumer Issues or problems
I am aware we need to make a section on underlying consumer issues or problems, how many words would be recommended for this section? Do we need to make a short concise paragraph with the issues addressed, which can then lead onto the product concept articulation? Thanks.

Hi you can state the concept statement upfront if you want in the introduction. There are no right or wrong answers how to write this, each persons report will have a different balance of words depending on the product/what you've discovered through secondary etc.  At level 6 we would refrain from being so prescriptive about word count for each section as these are decisions you will need to make to access higher mark bands (i.e. demonstrate your criticality of what goes in and stays out.
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Primary research
Primary research 
the most suitable target market from my research would be 11-21 year olds, am I allowed to find data from younger people or is this against the ethics agreement?
As stated in the lecture and seminar you can not ask minors i.e, under 18's. Unless you want to wait months to go to an ethics committee :-) Ask Parents instead and mention this as a limitation perhaps?
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FAB model
FAB model 
You mentioned the FAB model by Crawford and Benedetto in lecture 3 and explained the meaning of benefits and features however you didn't mention attributes. After  looking in the book it isn't the same. Please can you go into some more detail about this model?  

FAB is actually adapted from Crawford and Di Benedetto. If you look at p409 (2011 edn) they consider Attributes and break attributes down into function, feature and benefits. Function is less commonly used in NPD as it is difficult to articulate...Happy for you to discuss and refer as you see fit...Hopefully this helps explain why FAB...
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Just wondering, is it necessary to obtain where the respondents are from (ie East Midlands, West Midlands) for this assignment?
Just wondering, is it necessary to obtain where the respondents are from (ie East Midlands, West Midlands) for this assignment?
If it has any bearing on your product idea? Perhaps state and then explain at development you may want to conduct further research?
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Barriers and blocks
Barriers and blocks 
I'm a little confused what we need to put in this section. Do we need to state if we are a new company or a company that already exists and from that highlight a few barriers and blocks it comes with. 

I did mention this in the lecture and have already answered a similar question above...you do not have to state anything about the company at this stage...this is a product concept evaluation not a brand/company evaluation....this could send you off on a tangent which takes you outside the brief and eat into your word count. Write your report with the assessment brief/criteria to hand. You don't have a lot of words to play with. So you have to be critical about what's in and out at this stage...hope this helps


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Screening
Screening 
Do we need to talk about screening and selection?  If so, how do we identify if our concept has what it takes to be successful, without going in to much detail from our primary and secondary research. 

I assume you are talking about the slide in lecture 2? No you don't need to talk about this explictly but it is a sanity check for any product manager , essentially has your concept got a USP which potential customers consider important compared with other potential solutions to their 'problem' on the market (competitors) and is there market potential based on both your primary/secondary research...hope this helps

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Ip Checks
Ip Checks
As I have carried out the IP checks I have realised my product exists and is very similar to my design, if I was to make this slightly different eg a different shape or material would this be ok?
We did cover this in the IP lecture, I said unless imperative don't go back to the drawing board, discuss the implications of what you have found and what you plan to do about it, different materials etc. However acknowledge the risk if the product is in the market will the consumer perceive the differentiation of your product important...ask them that's what primary is all about. Hope this helps

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Graphs in the main body
Graphs in the main body
Are we allowed to put graphs and other images in the main body of the text, to help it flow better or should we throw all of them in the appendices?

You are allowed to use the wordcount as you see fit and as per the guidance given. Although I would emphasise anything you refer to in your appendices must have implications discussed in the report, so it's not about throwing everything you've ever read in there. The report should always stand alone and the appendices lends support. Choice is yours graphs in or out of the report...
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I have carried out extensive secondary research but there are still some big gaps with regards to supporting my concept. For this reason, I can't fully populate a segmentation matrix with the different segments until I collect some primary data from my audience. Due to this, can I place my target market/segmentation section at the end of my essay? I feel it would work better this way as I would have more data to influence my segment decisions
I have carried out extensive secondary research but there are still some big gaps with regards to supporting my concept. For this reason, I can't fully populate a segmentation matrix with the different segments until I collect some primary data from my audience. Due to this, can I place my target market/segmentation section at the end of my essay? I feel it would work better this way as I would have more data to influence my segment decisions

Absolutely yes, this is well justified. As long as it is there are underpinned by sound research.

I'd like to reiterate that with 185 students on the module all will have a different product, market, competitors, potential target audience with different levels of secondary research available which may demand more from primary to fill the gaps..... There is not a right and wrong answer, higher attaining students will think this through critically and make the decision is best to tell their product 'concept evaluation' story'. 

Remember the level 6 learning outcomes I shared in lecture 1 and on this BB site is to be able to deal with complexity and ambiguity. There  reallyis no right or wrong...just well reasoned justified discussions about implications and decisions you have made as marketer with a new product idea.
G

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primary research
primary research
I understand we need to have a section on primary research from our surveys. I am unsure what is exactly being asked within the module guide and for this section?

As per the lecture when I covered off research and also the final year learning outcomes... you do need  to think this question through for yourself so you can justify what you put in your own product evaluation. Essentially you are using primary research to fills gaps left by secondary and identify what a target audience think about your product...what are the key takeouts from this and the implications of this on your idea...these are decisions which you need to make in order to tell your product story, how your present your findings are all part of these choices you need to make. 

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Creative Techniques
Creative Techniques
Do we need to only carry out the creative techniques for our final product, so multiple ideas that solve the same issues? Do we need to explain the theory and evaluate our product in this section?

Please refer to the other question on creative techniques ...same applies here, these are decisions each student has to work through and make justified decisions, this is what differentiates critical thinking and warrants higher marks....What story would you want to present in a report to a marketing director when pitching your new idea? With only 2000 words you need to prioritise what's critical. Hope this helps you have the confidence to write and then perhaps edit before you submit. 
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creative techniques
creative techniques
Would two creative techniques be enough for the assignment? I am unsure how to place these into the report, would we simply conduct a FAB model, and place this into the appendix or do we need to talk about this in the main body?

You need to decide if you want to include creative techniques and a FAB framework in your report to tell your own product story...it doesn't explicitly say in the brief you must include these...but may be a way for you to get some theory in. Don't bury anything in the appendices, this information should be supporting 'evidence'. This is a level 6 assessment and as such these are all decisions that you need to have the confidence to make yourself and be able to justify. Justification is one of the assessment criteria for higher marks in Task 1




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concept statement
concept statement
for the product concept statement it says to 'articulate', do we simply state what our product statement is?

Yes that's right. 'Articulate' was used deliberately as often it is hard for people to put their ideas into a clear and succinct statement others will understand. What exactly in is/what it does/the solution or benefit can be hard to articulate and will take practice. Thanks.
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SurveyMonkey Screenshots in the Appendix
SurveyMonkey Screenshots in the Appendix
When screenshotting the questions asked from survey monkey, should I group them all as 'Appendix A' for example, or should I use each screenshot as a seperate appendices reference. 

Please see the response to the post 'appendices' this will hopefully help you to make a decision, thanks.

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Appendices
Appendices
Is there a maximum number of appendices we should have? and in terms of our results from our primary research should we put each graph as a new appendix or can we put all results under one?

There is no maximum but be critical everything you put in must be clearly referred to as supporting evidence, the report had to stand alone. I'd put all charts under one appendices but clearly label each chart e.g. the question in the survey so it's obvious to the reader. You can include key charts in appendices or the report it's up to you, whichever you feel flows best for the reader of the report.
Hope this helps.
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IP checks
IP checks
If our product function already exists which is what is being used to solve our problem, but we redesign how it does this function for example   the function is hidden inside our product is this enough justification to overcome the IP checks?
Hi, I have answered a similar question above; see the post titled patents at the top of the wall. Hope this explains/reassures you. Thanks.
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Interviews
Interviews
If we use interviews as another way of primary research do we need to put a transcript in the appendices or is it enough to just explain the findings in the main report? 

It would be useful to include a summary of the interview (as opposed to a full transcript) in the appendices as research 'evidence' in the same way that surveys may include graphs...but with key take-outs and implications in the report itself.
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Competitors
Competitors
After we have discovered the general and specific market which if both are viable, when conducting the competitor analysis would we need to conduct this for both markets or just one? Thanks

You should consider competitors within the specific market otherwise your report will be too general...there may not be direct competitors but indirect competitors may solve the consumers 'problem'

If the specific market is simply a packaging innovation, can we still use the general market as this is the actual product or would this be incorrect?

Your specific market would be the category that your product falls into, e.g. in the lecture I talked about mobile communications and then battery charges....
Hope this helps.
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a
a

No, as long as you have covered it and explained why there is a need for the product i.e. it solves a problem and will provide customer value that is absolutely fine.  You have 2000 words so avoid any repetition. Hope this helps.
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word count and primary research
word count and primary research
Does the chart in the text need to count the number of words, does the primary research plan need to be included in the primary research part?


No words in charts won't count. Re. your second question you need to decide this, if you have already explained your rationale for your chosen methodology, sample and explained the gap left by your secondary do you need to do this? Avoid any repetition in a your report. Hope this helps
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Primary Research / Conclusion
Primary Research / Conclusion
The primary research I've gathered has suggested that my earlier target market and positioning will need adjusting. Is this something I can cover in the conclusion i.e stating that yes this product would work but it would need to be adapted by 'x', or would I have to stay true to my original concept, target market and positioning and say that it wasn't feasible under the suggested conditions?

Hi, no absolutely you must explain what your research revealed, you would never ignore this. Your conclusion
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When discussing the primary research, do you have to reference yourself
When discussing the primary research, do you have to reference yourself
No, you don't need to.
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Primary
Primary
Are we meant to discuss every questions and compare this with the secondary as this would require a large proportion of the word count, also do we need to write our objectives in the main body of the report or can we just refer to these that are on the ethics forms? Thanks

You should include 'key take outs' as per the assessment grid, putting the objectives on your objectives form seems sensible. How you best use the word count to tell your particular product story is to be determined by you, this is part of the assessment, but ensure you keep cross checking against the marking grid. 
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Ethics Form
Ethics Form
do we need to refer to our research ethics form in the assignment if we put this into the appendix? 
I'd probably add the research conducted adhered to SHU research policy and park it there. Thanks,

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Customer Segmentation.
Customer Segmentation.
In the module guide, it says on the lecture slide to use customer targeting decision matrix.. Can you explain what this is please because I don't think i have come across it before.

This was covered in Strategic Approaches to Marketing (Second year).  It is based on devising customer segments by the Benefits or customer choice factors that influence them – see Russell Haley’s article – Benefit segmentation;  A Decision Oriented tool.

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Primary research
Primary research
as this is 30 marks do we get marked on the actual questions we have proposed? would this require as much theory as the first section?

Yes the questions form part of the assessment, why did you choose to use a survey, what was the sample and how did you gain access to people (e.g. social media, face to face etc) why have you asked the questions you have asked? Do these helps to establish whether there is a potential market for your product, what do potential customers think etc. It forms part of the assessment 'thorough and detailed concept testing plans executed to a high degree of validity and reliability and key take outs fully developed ready for development and launch stages'.
As I mentioned in the lecture, you could refer to marketing research theory...e.g. Bradley's book. Which references is down to you. Hope this helps.

Thank you! Do we need to justify this in the report including why we choose to send this social media, how we gained access? Would it be ok to criticise how we actually asked the data from the people we did, and show this as a limitation? Thanks.

Sounds good critical thinking to me :-)
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# data[].attributes.body
as this is 30 marks do we get marked on the actual questions we have proposed? would this require as much theory as the first section?

Yes the questions form part of the assessment, why did you choose to use a survey, what was the sample and how did you gain access to people (e.g. social media, face to face etc) why have you asked the questions you have asked? Do these helps to establish whether there is a potential market for your product, what do potential customers think etc. It forms part of the assessment 'thorough and detailed concept testing plans executed to a high degree of validity and reliability and key take outs fully developed ready for development and launch stages'.
As I mentioned in the lecture, you could refer to marketing research theory...e.g. Bradley's book. Which references is down to you. Hope this helps.

Thank you! Do we need to justify this in the report including why we choose to send this social media, how we gained access? Would it be ok to criticise how we actually asked the data from the people we did, and show this as a limitation? Thanks.

Sounds good critical thinking to me :-)

# data[].attributes.body
we've been struggling to find references relating the definitions