Lesson Plan

• Describe the four primary market‑research methods and their key characteristics.
• Compare the advantages and disadvantages of surveys, interviews, focus groups and observation.
• Evaluate which method best fits a given design brief based on objectives, audience, resources and ethical considerations.
• Design a simple research plan that selects appropriate methods and justifies the choice.

• Projector and screen
• Whiteboard and markers
• Printed handouts of the method comparison table
• Sample questionnaire template
• Audio recorder or smartphone for interview demo
• Sticky notes for focus‑group activity
• Observation checklist worksheet

Start with a quick poll – “How do you find out what users want?” to hook interest. Link the discussion to previous lessons on user needs and design briefs. Explain that by the end of the lesson students will be able to name, compare and select the most suitable market‑research method for a design problem.

1. Do‑now (5’) – Kahoot quiz on everyday research methods.
2. Mini‑lecture (10’) – Overview of surveys, interviews, focus groups, and observation with real‑world examples.
3. Group activity (15’) – Analyse the provided comparison table and complete a pros/cons chart for each method.
4. Role‑play interview (10’) – Pairs conduct a 2‑minute interview using a sample guide; whole class reflects on depth of insight.
5. Focus‑group simulation (10’) – Teams use sticky notes to generate ideas on a product concept and discuss group dynamics.
6. Observation task (10’) – Watch a short video of users interacting with a product and fill an observation checklist.
7. Decision‑making exercise (10’) – Using a flowchart, each group selects the most suitable method for a given design brief and justifies the choice.
8. Plenary & check (5’) – Recap key points; exit ticket: write the method you would choose for a new product and why.

Summarise how each method provides either breadth or depth of insight and why mixed‑methods often give the strongest evidence. Collect the exit tickets as a quick retrieval check. For homework, ask students to draft a one‑page research plan for their upcoming design project, selecting at least two methods and outlining how they will address ethical considerations.