Practice IB Design Technology (DT) Topic 9.2 Market Sectors and Segments with authentic exam-style questions for both SL and HL students. This question bank focuses on the exact syllabus content for 9.2 Market Sectors and Segments and mirrors Paper 1, 2, 3 style where relevant.
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A start-up, PulsePod, is developing a refillable insulated bottle that tracks hydration and sends reminders through an app. The team is unsure which customer segment to prioritise and which features justify a higher price.
Before committing to tooling, PulsePod ran a two‑stage market research plan:
The survey results are summarised below.
| Finding | Result |
|---|---|
| Would consider buying a bottle in the next 3 months | 58% |
| Most important purchase driver | Leak-proof lid (34%), keeps drinks cold (29%), price (21%), app reminders (16%) |
| Most important purchase driver by segment | Runners: keeps drinks cold (38%), leak-proof lid (33%), price (17%), app reminders (12%); Office workers: leak-proof lid (39%), price (24%), keeps drinks cold (22%), app reminders (15%); Students: price (36%), leak-proof lid (28%), app reminders (20%), keeps drinks cold (16%) |
| Preferred buying channel | Online marketplace (44%), brand website (31%), sports store (25%) |
| Acceptable price range (most common) | – |
PulsePod’s draft concept sheet (used in interviews and the survey) included:
PulsePod’s investor asks for evidence that the product will meet real customer needs and that the marketing plan is based on reliable research.
Figure 1: PulsePod draft concept sheet
Figure 2: Summary of PulsePod survey results
State two purposes of market research for a company at PulsePod’s stage of product development.
Outline how PulsePod could use the Stage 2 survey findings to guide two design decisions for the product or service.
Outline two pieces of design guidance (requirements) PulsePod should apply when creating the questionnaire for Stage 2 to improve the quality of the data.
Explain how PulsePod could apply two different market research strategies to reduce uncertainty before investing in tooling and launch.
Discuss how PulsePod should interpret and use its market research to decide (i) a primary target segment and (ii) an initial marketing mix (product, price, place, promotion).
A start-up called PulseWear is planning a new line of smartwatches. PulseWear is deciding which market sector(s) to enter and how to segment potential customers so the product can be designed to match their needs.
PulseWear’s research summary is below.
Products being considered
Survey highlights
PulseWear plans to sell through an online configurator where customers can choose the model, colour, strap type and optional accessories before checkout.
a) State two different market sectors that PulseWear could be operating in with a smartwatch product. [2]
Outline how segmenting customers could help PulseWear decide what features to include in Model A and Model B.
Outline one suitable way PulseWear could segment the smartwatch market using the survey information.
Explain how design guidance for market sectors should influence PulseWear’s design decisions for its chosen target segment(s).
EcoHome
A company, EcoHome, specializes in producing eco-friendly home appliances. They are planning to launch a new product line aimed at energy-efficient kitchen appliances.
The company wants to understand the market sectors and segments to target their new products effectively. The following diagram shows the different market sectors and segments for kitchen appliances based on factors such as income level, age group, and lifestyle preferences.
Using this context, answer the following questions:
Evaluate the challenges EcoHome might face when targeting multiple market segments simultaneously for their new product line.
Identify and describe the three main market sectors shown in the diagram for kitchen appliances.
Explain how EcoHome can use market segmentation to target their new energy-efficient kitchen appliances to different age groups within the middle-income sector.
Discuss the potential benefits for EcoHome in targeting the eco-conscious lifestyle segment across all income levels.
Describe how lifestyle preferences influence the design and features of kitchen appliances in the high-income sector.
Many of Apple’s customers own a number of Apple devices such as iPhones, iPads, laptops, iWatches and AirPods, see Figure 3.
Figure 3: A selection of Apple products
Many Apple users found the efficient charging of multiple devices could be difficult. Apple aimed to solve this issue when they filed their patent for the AirPower, a wireless charger that could charge three devices at once. To achieve this the coils must be placed directly on top of one another, see Figure 4. If the coils are not aligned, the device will not charge.
Figure 4: Wireless charging
The AirPower aimed to solve this issue by stacking and offsetting the coils, see Figure 5. Stacked coils gave the AirPower the ability to charge multiple devices at once. The large charging area made it easier to align the coils.
Figure 5: Registered patent for the design of the AirPower, showing many stacked coils
During testing, Apple found that the AirPower was unsafe because the coils overheated. This led to Apple cancelling the development of the AirPower and the product was never released to the public.
Outline one way Apple is using the corporate strategy of product development for the AirPower.
Explain how Apple utilizes “product families” to minimize inventory.
List two ways the AirPower was intending to achieve enhanced usability.
Clinatec, a French biomedical research centre, and the University of Grenoble have recently developed a device. This has enabled a patient, known as Thibault, to move all four of his paralysed limbs with a mind-controlled exoskeleton, see Figure 5.
Thibault had to undergo months of training before using the robotic exoskeleton. The training was performed in a usability lab, using his brain signals to control an avatar in a computer simulation.
The designers at Clinatec used a range of user-centred design (UCD) strategies in the development of the exoskeleton. This enabled them to gain a complete understanding of the needs of the users, tasks and environments, see Figure 6 and Figure 7. The trial was considered a success by scientists.
Figures 5 and 7: © J. Treillet/FDD CEA Clinatec.
Figure 6: © La Brèche/CEA Clinatec.
The exoskeleton is a very complex design and required the development of mechanical and electronic systems for it to function successfully.
Suggest how the exoskeleton may be developed into a product family.
Outline one reason why learnability is an important usability objective.
Outline one reason why registered designs are used to protect intellectual property (IP).
Outline one advantage of testing the exoskeleton in a usability lab.
Explain why Clinatec have used multidisciplinary teams, observation and personae as part of the development of the exoskeleton.