Syllabus: Pearson Edexcel AS Business
Module: Meeting Customer Needs
Lesson: 1.1.2 Market Research

Introduction

This lesson, 1.1.2 Market Research, is part of the Pearson Edexcel AS Business Theme 1: Marketing and People. It follows 1.1.1 The Market and leads into 1.1.3 Market Positioning, forming a trio that builds the foundation for understanding how businesses identify, target, and satisfy customer needs.

Market research underpins almost every commercial decision a business makes – from launching new products to adjusting pricing and positioning. For students, mastering this lesson strengthens AO1 (knowledge), AO2 (application), and AO3 (analysis) skills, particularly in data-led and context-driven questions on Paper 1.

Key Concepts

According to the syllabus, students must be able to:

• Distinguish between primary and secondary market research
  Understand methods such as surveys, interviews, focus groups (primary), and reports, internet data, databases (secondary). Each has strengths and drawbacks in terms of cost, time, relevance, and reliability.
• Recognise the difference between qualitative and quantitative data
  Quantitative = numerical, easy to analyse (e.g. survey results). Qualitative = descriptive, deeper insights (e.g. focus group feedback).
• Assess the limitations of market research
  Bias, outdated data, small sample sizes, and leading questions can all reduce the reliability of findings.
• Use ICT and digital sources in research
  Students must explore how tools like social media analytics, online polls, and Google Trends provide real-time, low-cost insights.
• Understand the purpose of market research
  To reduce risk, understand demand, improve products/services, and identify trends or gaps in the market.
• Identify sampling methods
  Random, stratified, quota, and convenience sampling should be introduced with examples of when each is appropriate.

Real-World Relevance

Market research has never been more critical – or more accessible. Consider the following case studies:

• Greggs and the Vegan Sausage Roll
  Before launch, Greggs used social listening tools and surveys to gauge consumer interest. Their data-driven approach helped them tap into a growing segment, creating a PR wave and sales spike.
• Netflix’s data-driven content production
  Netflix famously uses subscriber data (genre preferences, viewing habits, completion rates) to guide production. House of Cards was greenlit based on this kind of research.
• Quibi’s failure
  On the flip side, Quibi launched without properly testing its assumptions about mobile viewing habits. Despite major investment, its poor understanding of target behaviour led to closure within a year.

Encouraging students to explore why some businesses succeed or fail due to research decisions adds depth to their understanding.

How It’s Assessed

Market research is a favourite in Paper 1, often embedded in data response or short essay formats. Key things to note:

• Command words include explain, analyse, and evaluate – each requiring different depth.
• Contextual application is crucial. Students shouldn’t just recite definitions – they must link research methods to specific business scenarios.
• Past paper example:
  “Explain one benefit to a business of using social media as a method of market research.”
  (2 marks – AO1 + AO2)

Another example:
“Analyse the drawbacks to a small business of relying solely on secondary research.”
(6 marks – AO1, AO2, AO3)

Top tip: Ensure students practise using case studies or familiar businesses (like a local café or brand they know) to contextualise their answers.

Enterprise Skills Integration

This lesson strengthens:

• Problem-solving – Interpreting market data to solve commercial challenges.
• Decision-making – Choosing between research methods depending on budget, time, and goal.
• Adaptability – Responding to emerging customer needs through agile research (e.g. via social media).
• Communication – Presenting findings from data in a clear, persuasive format.

Use MarketScope AI to simulate research-based decisions:
Set a task where students input fictional research findings and explore how changes in customer trends would impact pricing or product development.

Careers Links

Market research connects directly to careers in:

• Marketing and Communications
• Product Management
• Data Analysis
• Entrepreneurship

Students learn early versions of tasks performed by professionals – such as designing surveys, interpreting customer feedback, and making evidence-based decisions.

This supports Gatsby Benchmarks 4 and 5 by linking curriculum learning to real-life roles and interactions with data-driven business environments.

Teaching Notes

From teacher empathy maps, we know time is tight, and lessons need to work straight out of the box. Here’s what helps:

Quick-win activity:

• Ask students to compare two businesses (e.g. Primark vs Zara) and brainstorm what types of research each would prioritise. Link findings to customer experience.

Stretch task:

• Present students with conflicting research findings (e.g. survey vs social media data) and ask them to decide which source is more reliable – and why.

Common pitfalls:

• Confusing qualitative with quantitative.
• Thinking secondary research is always “outdated” or irrelevant.
• Using generic answers not tied to context.

Tip for careers leads:

Turn this lesson into a mini careers spotlight by inviting a local business owner or marketing exec to explain how they use customer data to make decisions.

If you’re a teacher, SLT, headteacher or careers lead, this lesson delivers on key goals: it’s assessment-aligned, skills-rich, and real-world relevant. Even better, it sets students up with the mindset that data isn’t dry – it’s how businesses get closer to what people really want.