MARKET RESEARCH

Your market research firm conducted a survey of potential end users. Each market segment has a unique set of
needs and wants. Your initial goal in reviewing the market research is to obtain an overall feel for the market.

Review the relevant marketing data and try to form a mental image of each segment. This is called profiling a
segment. Creating a profile for each segment will help you to select geographic markets for sales channels,
design new brands, price your products, and develop an advertising campaign.

Customer Needs and Wants

Spee
Need Recreation Mountain
d
Colorful 116 120 109
Fits rider's personality 116 113 116
Simple to use 121 102 69
Safety 121 112 113
Low price point 117 98 70
Sleek 104 83 119
Stylish 111 118 116
Easy to ride 124 100 102
Comfortable 124 95 101
Soft ride 115 89 87
Repair, parts, support nearby 119 121 120
Can handle rough terrain 111 128 82
Can stop quickly 114 123 110
Precise speed control-turns, hills 103 106 117
On-road and off-road capabilities 114 95 69
Can carry things 117 104 69
Durable 108 127 117
Feel young at heart 120 115 117
Can turn sharply 113 124 115
Light weight 115 121 133
High visibility 117 103 119
Easily handles change in incline 107 131 113
Speed 110 109 134
Shifts smoothly 118 118 118
Provides competitive advantage 98 117 124
Aerodynamic 80 88 122
Rider expertise required 103 123 126
Status symbol/exclusivity 111 121 116
Navigation assistance 115 117 118
Soften the impact of rough
116 124 90
terrain
 Web Customer Needs and Wants
Spee
Application Recreation Mountain
d
Easy to navigate on web site 128 118 123
Security of my credit card/identity 135 123 124
Likes to buy on the web 121 122 114
Wants human sales reps/support 133 122 118
Able to track my purchase 119 124 115
Easy to make purchase on web 127 113 119
Use Pattern
Segments by Application
Spee
Unspecified String item_column_name_11 Recreation Mountain
d
Recreation 129 115 106
Exercise 115 118 121
Relaxation 122 108 102
Fun 123 115 102
Adventure 112 129 117
Sport 81 115 129
Price Willing to Pay
Price Willing to Pay
Recreation Mountain Speed
1.100 1.365 1.580

Market Potential
12-Month potential demand
City Recreation Mountain Speed
New York City 5.114 4.757 3.826
Rio de Janeiro 4.194 3.177 1.942
Amsterdam 5.468 3.447 3.659
Bangalore 3.491 2.439 2.447