Practice IB Design Technology (DT) Topic 9. Innovation and Markets with authentic exam-style questions for both SL and HL students. This question bank focuses on the exact syllabus content for 9. Innovation and Markets and mirrors Paper 1, 2, 3 style where relevant.
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A manufacturer of high-end induction cooktops for professional kitchens has developed a new prototype featuring a haptic-feedback control system. Before the final design is approved for production, the company invites a group of senior executive chefs and industrial safety consultants to evaluate the prototype. The table below displays the mean scores collected during these evaluation sessions.
| Design Criterion | Mean Rating: Senior Chefs () | Mean Rating: Safety Consultants () |
|---|---|---|
| Heat Regulation Accuracy | ||
| Surface Material Durability | ||
| Emergency Shutdown Speed | ||
| Interface Accessibility |
Which market research method is primarily being used by the manufacturer to refine this product design?
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 toy manufacturer employs a certified safety consultant to evaluate the structural integrity and material toxicity of a new prototype. Which research method is being used?
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).
Which corporate strategy involves a company focusing on creating a unique identity for its products to stand out in the market?