Syllabus: Pearson Edexcel GCSE Business
Module: Enterprise and Entrepreneurship
Lesson: 1.2.2 Market Research

Introduction

Market research sits at the heart of spotting business opportunities, and for Pearson Edexcel GCSE Business (1BS0), it’s a vital component of Theme 1: Investigating small business. Topic 1.2.2 focuses on the purpose, methods, and use of market research in developing products and making business decisions. Aligned to the national curriculum, this topic introduces learners to the importance of understanding customer needs, reducing risk, and responding to market gaps – skills that are increasingly relevant in today’s economy where innovation and customer insight drive competitive advantage.

Key Concepts

Students following the Edexcel GCSE Business specification will explore the following core ideas under 1.2.2 Market Research:

• Purpose of market research:
  To identify customer needs, understand the market, reduce business risk, and inform business decisions.

• Types of research:

  • Primary research: Surveys, questionnaires, interviews, focus groups, observations.

  • Secondary research: Internet sources, government reports, market reports, sales data.

• Uses of data:

  • Quantitative data: Numerical, measurable data used to identify patterns and trends.

  • Qualitative data: Insights into customer behaviour, opinions, and motivations.

• Limitations of research:
  Students evaluate issues such as bias, cost, time constraints, and reliability of sources.

This topic bridges knowledge with practical application, helping students not just to understand research tools, but to critically assess their value in different business contexts.

Real-World Relevance

Market research is a daily business reality. Take Greggs, the UK food-on-the-go retailer. Before launching their vegan sausage roll, Greggs used both secondary research (rising demand for plant-based products) and primary research (taste testing and customer focus groups) to shape their product and predict its success. The outcome? A viral marketing win, queues out the door, and a 13% profit rise.

Similarly, small start-ups on platforms like Kickstarter often use basic surveys and online polls to validate demand before committing to production—evidence that market research doesn’t need to be expensive to be effective.

How It’s Assessed

In Edexcel GCSE Business exams, market research knowledge is typically assessed in Paper 1: Investigating small business. Key points include:

• Assessment style: Mixture of multiple choice, short answer, and extended response questions.

• Command words:

  • Identify: Name a type of research.

  • Explain: Describe the purpose of a method.

  • Analyse: Explore how research informs decision making.

  • Evaluate: Judge the usefulness or limitations of a method in a given scenario.

Expect 6–9 mark questions where students must apply research concepts to a case study – often requiring justified recommendations.

Enterprise Skills Integration

Market research supports development of multiple enterprise skills central to the Enterprise Skills framework:

• Problem-solving: Choosing the right method based on time, budget, and audience.

• Decision-making: Using evidence to shape business strategies or product launches.

• Communication: Designing effective surveys and presenting findings.

• Critical thinking: Questioning the reliability and usefulness of data sources.

Use tools like MarketScope AI to simulate market analysis in the classroom – perfect for role-play exercises or mock product launches.

Careers Links

Studying market research builds awareness of careers in:

• Marketing and market research (aligned to Gatsby Benchmark 4 – linking curriculum learning to careers).

• Product development and entrepreneurship.

• Data analysis and business consultancy.

It’s a direct gateway into roles where analytical thinking, communication, and decision-making matter – such as marketing executive, business analyst, or UX researcher.

Teaching Notes

Tips for delivery:

• Start with a relatable scenario: “You’re launching a tuck shop. What do you need to know?”

• Use student-led primary research: survey peers, analyse results, and present findings.

• Integrate secondary sources: Compare ONS data with local trends.

Common pitfalls:

• Confusing qualitative and quantitative data.

• Assuming more data equals better decisions, without considering reliability.

• Over-reliance on secondary sources without evaluating their relevance.

Extension ideas:

• Link with ICT by using digital tools for survey creation and analysis.

• Cross-curricular collaboration with maths (data analysis) or English (report writing).

• Incorporate Enterprise Skills’ Pitch Deck Analyser to extend into product development discussions.