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The Professional Personal Chef3 Market Research Define your research Define your research –What information do you want to gather Define the possible market group Define the possible market group –List of potential customers Develop your research Develop your research –How are you going to collect information Conduct a test Conduct a test –Was your information valid and useful Revise as needed Revise as needed Collect your information Collect your information
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The Professional Personal ChefThe Professional Personal Chef 11
Chapter 7Chapter 7Identifying Your MarketIdentifying Your Market
The Professional Personal ChefThe Professional Personal Chef 22
Potential ClientsPotential Clients• Demographic information Demographic information
– AgeAge– IncomeIncome– Occupation Occupation – Family sizeFamily size– Marital statusMarital status– Education Education – Health Health – Lifestyle Lifestyle
The Professional Personal ChefThe Professional Personal Chef 33
Market Research Market Research • Define your research Define your research
– What information do you want to gather What information do you want to gather • Define the possible market group Define the possible market group
– List of potential customersList of potential customers• Develop your research Develop your research
– How are you going to collect information How are you going to collect information • Conduct a testConduct a test
– Was your information valid and useful Was your information valid and useful • Revise as neededRevise as needed• Collect your information Collect your information
The Professional Personal ChefThe Professional Personal Chef 44
Gathering Market DataGathering Market Data• Mail surveys Mail surveys
– Survey design Survey design •Clean and simpleClean and simple•Keep it shortKeep it short•Useful questions yields useful information Useful questions yields useful information •Visual appeal Visual appeal •Return postage Return postage •Possible incentives Possible incentives
The Professional Personal ChefThe Professional Personal Chef 55
Niche MarketsNiche Markets• Small but profitable segment of a Small but profitable segment of a
larger marketlarger market
Total Possible Customers
Customerswith
special needs
Niche Market
The Professional Personal ChefThe Professional Personal Chef 66
Possible Niche MarketsPossible Niche Markets• Medical Medical
– Customers with medically required dietsCustomers with medically required diets• Private dinnersPrivate dinners• AgeAge
– Two income families Two income families • With or without children's With or without children's
• Baby boomersBaby boomers– Empty nestersEmpty nesters
• Food specificFood specific– Customers on special dietsCustomers on special diets– Weight loss, athletes, temporary medical conditions Weight loss, athletes, temporary medical conditions
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