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Product Analysis and Design Communication

Target audience, anthropometrics, culture and safety

  • 3 things to know
  • AS 1 Paper 1

Overview

Market segmentation and marketing constraints, choosing percentiles with a worked clearance, designing beyond the average, cultural and moral issues, and safety in toys and kettles.

What you need to know

Answer each one before you reveal it.

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Key term

What is market segmentation, and why does it help a designer?

Key term

Analyse how a mobile phone designed for older users might differ from one aimed at teenagers.

Key term

What are marketing constraints on a product design?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is market segmentation, and why does it help a designer?

    Model answer

    Market segmentation divides consumers into groups with shared needs, such as age or income bands. A designer can then tailor the features and price of a product to one segment.

  2. 2

    Analyse how a mobile phone designed for older users might differ from one aimed at teenagers.

    Model answer

    A phone for older users may have large buttons, a loud speaker, high-contrast text and an emergency button. A phone for teenagers prioritises cameras, styling and fast performance for apps.

  3. 3

    What are marketing constraints on a product design?

    Model answer

    Marketing constraints are limits set by the market, such as the price customers will pay, rival products and brand image. A design must also suit how it will be sold and promoted.

  4. 4

    How does a target selling price constrain a designer?

    Model answer

    The selling price fixes the maximum manufacturing cost once profit and retail margins are allowed for. Materials, processes and features must fit within that cost.

  5. 5

    How are ergonomics and anthropometrics applied together when redesigning a computer mouse?

    Model answer

    Anthropometric data on hand length and breadth sets the size range of the mouse. Ergonomic principles then shape it so the wrist rests in a neutral position, reducing strain.

  6. 6

    Which percentile would you use to set the height of a doorway, and why?

    Model answer

    The 95th percentile standing height is used, with an allowance for shoes and headwear. Almost all users can then pass through without stooping.

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