| Module: | MODULE 2, ASSIGNMENT 2 [M2A2] |
| Assignment: | Customer Insights, Written Report (Individual Assignment) |
| Weighting: | 60% |
Using a range of tools learned throughout this module, you will demonstrate how to gain insights into your potential customers and/or end users to improve/promote an idea, service, product, policy or influence the success potential for a new business venture.
For this assignment, you must continue to work on the same idea, service, product, policy or new business venture for which you presented the elevator pitch.
Format:
This excludes bibliography, appendices, images, and diagrams. Text inserted in table format will count towards the final word count.
AI:
Ethics:
Any investigations involving human participants require formal consent. There are ethical requirements that must be fulfilled by you and the participant(s) for the primary research used as part of your assignment. Please see the Ethics Section on Blackboard for further details.
| Sections | Breakdown | Requirements | |
| 1. Introduction | For context only | ● To provide context, briefly outline in 2-4 sentences the idea/product/service/policy/venture you are working on. This can be integrated into the beginning of the Customers section below. | |
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2. Customers |
10% | ● Provide an outline of the unmet customer need that your idea seeks to address. ● Describe at least 3 potential categories of customers/end users for your idea/product/service/policy/venture . ● For each category, include details on segmentation, stage of adoption, and buying behaviour. ● Select one category of customer/end user on which you will base the remainder of the assignment and detail your rationale for selecting this customer/end user. | |
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| 15% | ● Describe the primary and secondary research you completed to gain a better understanding of the chosen category of customers/end users. ● Analyse both the process used and the outcomes from your primary and secondary research, with evidence from your research | |
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3. Customer Research | clearly presented. You may choose to include any of the following (not mandatory to include all): – Empathy map(s) – A stakeholder analysis matrix – Quotes from interviews carried out – Screenshots of online survey results – Quotes from the literature/secondary research you carried out ● This research is the basis for the next 3 sections. | ||
| 4. Customer Persona | 15% | ● Complete a persona for your customer/end user. ● Include shopping behaviours/where your customer looks for information/solutions related to their unmet need, e.g. Owned, Earned & Paid for channels. ● Describe insights into the customer/end user gained as a result of completing the persona. | |
| 5. Customer Journey Map |
10% | ● Complete a customer journey map on your customer/end user. ● Describe insights into the customer/end user gained as a result of completing the customer journey map. | |
| 6. Value Proposition Statement | 20% | ● Formulate a concise customer value proposition statement based on the insights generated by your research. | |
| 7. The 4 Ps | 10% | ● Based on the insights gained, outline how your idea aligns with the needs of your customers/end users, covering Product, Price, Place & Promotion. | |
| The following should not be included as headings in your report but are used for assessment purposes | |||
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| ● Communicate with fluency and a clear writing style. | |
| Communication and Narrative | 10% | ● ● | Text should be free from formatting, grammatical, spelling and punctuation errors. There should be a clear narrative structure to the story being told within the report. |
| ● | The flow and links between sections should be clearly developed. | ||
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Real Life Application |
10% | ● ● | Communicate in real, practical terms how your idea will come to life/go to market using the research insights you have gained throughout the process Demonstrates an understanding of the customer’s perspective, while also taking into account how your insights and findings will be viewed by investors. |
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