Why Good Ideas Fail IELTS Reading

Jan 23, 2023

Why Good Ideas Fail IELTS Reading contains a write up about the failure of good ideas. Why Good Ideas Fail IELTS Reading contains a total of 8 paragraphs. Related to the paragraphs are 13 questions. Candidates in this IELTS Section will be shown various question types with clear instructions. The paragraphs contain information about a case study. The case study is based on the TF, there have been many argumentative statements and reasons provided.

Why Good Ideas Fail IELTS Reading is an IELTS Reading passage which comprises two types of questions:true/false and not given and Complete the notes. Some information might be missing from the paragraph which must be answered as not given. The contrary statement is false and supporting one is true. Candidates must carefully as well as attentively read each paragraph. The response can only be up to one word. The paragraph must be referenced in the answers, which must also be based on the claims in the questions. To gain proficiency, candidates can practice from IELTS reading practice test.

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Section 1

Read the Passage to Answer the Following Questions

Why Good Ideas Fail IELTS Reading

As part of a marketing course, two marketing experts comment on a hypothetical case study involving TF, a fictional retail giant specializing in home furnishing. The experts give concrete solutions and advice to assist students.

Hypothetical case study:
TF became a retail success in the 1970s when it succeeded in spotting homeware trends and meeting the needs of its then trendy young customers. However; by 2004, the IF stores were failing and a rethink was clearly necessary. Tibal Fisher, TF's founder and CEO, decided to change its focus under the new brand name of TVs Nextstage. His aim was to recapture the now ageing customers that had given him his early success and target consumers aged 60+ with devices and gadgets specifically designed to assist them with the problems associated with ageing: mobile phones with screens that were easy to read; kitchen gadgets with comfortable grips; electronic devices that were easy to set and adjust. TF’s market research proved to be very positive, showing strong consumer support for the products
In 2007, the stores were remodeled at a cost of US $40 million and the new brand was launched. Each store was made more comfortable and featured a coffee shop to help increase traffic - Tibal had predicted that if they could get customers into the stores then the products would sell themselves. However, by 2009 it was clear that the idea was a failure and the stores consistently remained empty. Customers complained that the new stores felt like a senior center and reminded them that they were growing old.
Feedback from expert
Expert 1: Donna Sturgess, global head of innovation, GlaxoSmithKline
The TReam's customer research efforts are a classic case of missing the subconscious associations at work in consumers' minds. Tlbal and his executives looked only at surface attitudes. Since those attitudes make up a relatively small part of the total consumer response, the executives are clueless about the reason for the poor sales. It's critical for companies to understand that every customer relates to a brand emotionally, and it’s those emotions that trigger - or block - purchases
That's why we’ve focused on using emotional strategies behind branding for a number of years now. A great example Is Alli (pronounced 'ally'), a drug to aid weight loss. The product deals with a highly emotional issue, so in marketing it, we faced the same challenge that the new TFstores are facing: the very thought of buying the product reminds customers that they have problems they feel negatively In the case of TF’s Nextstage, the problems are age and infirmity. In the case of Alli, the problems are excessive weight and all consequences. There's always a risk that consumers' negative feelings will discourage them from starting or staying on a diet. So, after extensive market research, we took a number of steps to inject emotions into the whole process of using the product.
First we came up with a name that sounds like a helpful partner. We also aimed to make the container both beautiful and functional — something that didn’t just hold pills but could later be used to store diet guides and recipes. Traditional market research is unlikely to uncover Ideas like this, so we use a wide variety of techniques. Even simple techniques such as one-on-one interviews, or ethnographic observation that involves going into people's houses to examine their behavior, can provide valuable data.
Expert 2: Alex Lee, president of 0X0 International, maker of 0X0 Good Grips household products
This retailer can get back on track by remembering a principle that applies to consumers In general and those aged 60+ in particular: they’re attracted by brands they associate with the type of people they’d like to be - not the type they really are. That's why marketing campaigns for surf gear feature surfers, not the city dwellers who will wear the products while doing their shopping
I was reminded of this principle a few years ago when we wanted to find out how far we could apply our design philosophy of making things easier to use in order to move from our core business, kitchen tools, into other products. We conducted what are known as focus groups, where participants were asked to look at photos of people and pick those they perceived to be users and nonusers of our products. Consistently they picked people who looked fit as the sort who would use our products, and people who look old and boring as the sort who wouldn't. Yet the participants, all owners of our products, looked a lot more like the later than the former
Although the needs of elderly users and those with deteriorating vision or dexterity are very much taken into consideration when we develop new designs, we try to offer that appeal to 20- and 30-year-olds. We believe that referring to these products as helping tools would serve only to harm the brand in our customers' eyes. That's why our philosophy of universal design, which involves creating products that are comfortably usable by the largest possible range of people, is never explicitly stated as part of our marketing position.
We’ve found that market research does not need to be very sophisticated. For instance, we have conducted simple surveys in the lobby of our building offering free products in exchange for people's opinions. Some may call this unscientific but we have uncovered great insights this way. Sometimes the most important signals come from an executive's own instincts. In Tibal fisher's case, this could have told him what his surveys and focus groups didn't: 60-plus-year-olds won't support a business that expects them to act their age.

Section 2

Solution and Explanation

Questions 1-5
Do the following statements agree with the information given in the Reading Passage ? In boxes 1-5 on your answer, write

TRUE if the statement agrees with the information
FALSE if the statement contradicts the information
NOT GIVEN if there is no information on this

The TF Nextstage stores planned to sell products to make life easier for older people

Answer: True
Supporting Statement: His aim was to recapture the now ageing customers that had given him his early success and target consumers aged 60+ with devices and gadgets specifically designed to assist them with the problems associated with ageing: mobile phones with screens that were easy to read; kitchen gadgets with comfortable grips; electronic devices that were easy to set and adjust.
Keywords: aging customer, TF
Keyword Location: Paragraph 1
Explanation: As per paragraph 1, it has been mentioned that TF targeted consumers aged 60 and over with products and accessories made specifically to help them with the issues associated with aging, such as mobile phones with easy-to-read screens, kitchen tools with comfortable grips, and electronic devices that were simple to set up and adjust. His goal was to reclaim the now older customers who had contributed to his early success. So, the correct answer is True.

TF’s market research indicated that people liked the products.

Answer: True
Supporting Statement: TF’s market research proved to be very positive, showing strong consumer support for the products
Keywords: TF’S market research, positive
Keyword Location: Paragraph 1
Explanation: As per paragraph 1, it has been mentioned that the results of TF's market research were quite encouraging, demonstrating the items' considerable consumer support. So, the correct answer is True as per the explanation provided.

It cost more than expected to remodel the TF stores.

Answer: Not Given
Explanation: There has been no relevant information provided in the paragraph associated with the question statement. Hence, the correct answer is not given.

The TF Nextstage coffee shops sold their own brand of food and drink.

Answer: Not Given
Explanation: There has been no relevant information provided in the paragraph associated with the question statement. Hence, the correct answer is not given.

TF Nextstage customers liked the atmosphere in the new stores

Answer: False
Supporting Statement: However, by 2009 it was clear that the idea was a failure and the stores consistently remained empty. Customers complained that the new stores felt like a senior center and reminded them that they
were growing old.
Keywords: customers complained, new stores
Keyword Location: Paragraph 2
Explanation: As per paragraph 2, it has been mentioned that by 2009, it was evident that the concept had failed, and the stores had been regularly empty. Customers remarked that the new stores reminded them of senior centers and made them feel older. So, the correct answer is False as the statement is contradictory to actual information.

Questions 6 -13
Complete the notes below.

Choose NO MORE THAN TWO WORDS from the passage for each answer.
Write your answers in boxes 6-13 on your answer sheet
Feedback from experts
Donna Sturgess

Problems with customer research:

TF team limited their research to attitudes that occur at a 6…………. level in customers' minds

TF didn't consider customers' emotions

How my company dealt with a similar problem:

Product: Alli
Use: help people achieve 7………….
Marketing aim: help customers see the product a positive way by:
Giving the product a 8………… that seems helpful and supportive
Giving the product a reusable 9……………….

Market research

Does not need to be complex
Good information can come from interviews or studying the 10………….. of consumers in the home

Alex Lee

Problem:

Customers are attracted to the ideal not the reality, e.g. ads for surf gear

How my company dealt with a similar problem:

We organized 11……………….. to find out what images customers associate with

our products

we do not call our products helping tools in our marketing campaigns

Market research:

Can be basic, e.g. by doing 12………………
Company executives should follow their 13………………..

Question 6)

Answer: Surface
Supporting Statement: The TReam's customer research efforts are a classic case of missing the subconscious associations at work in consumers' minds. Tlbal and his executives looked only at surface attitudes.
Keywords: custom research efforts, surface attitudes
Keyword Location: Paragraph 3
Explanation: As per paragraph 3, it has been stated that the TReam's consumer research activities are a textbook example of how to ignore the unconsciously operating associations in customers' thoughts. Tlbal and his executives primarily considered outward behavior. So, the correct answer is surface as per the explanation provided.

Question 7)

Answer: Weight loss
Supporting Statement: That's why we’ve focused on using emotional strategies behind branding for a number of years now. A great example Is Alli (pronounced 'ally'), a drug to aid weight loss.
Keywords: number of years, weight loss
Keyword Location: Paragraph 4
Explanation: As per paragraph 4, it has been mentioned that TF have been concentrating on adopting emotional branding methods for a number of years now because of this. A great example is the weight-loss medication Alli. So, the correct answer is weight loss as [er the explanation provided.

Question 8)

Answer: Name
Supporting Statement: First we came up with a name that sounds like a helpful partner.
Keywords: name, helpful partner
Keyword Location: Paragraph 5
Explanation: As per paragraph 5, iot has been clearly mentioned that in the beginning, we came up with a name that suggests a helpful partner. So, the correct answer is Name as per the explanation provided.

Question 9)

Answer: Container
Supporting Statement: We also aimed to make the container both beautiful and functional — something that didn’t just hold pills but could later be used to store diet guides and recipes. Traditional market research is unlikely to uncover Ideas like this, so we use a wide variety of techniques
Keywords: aimed, container
Keyword Location: Paragraph 5
Explanation: As per paragraph 5, it has been mentioned that TF also wanted to create a beautiful and useful container that could be used to store recipes and diet manuals in addition to medications. We employ a wide range of methodologies because traditional market research is unlikely to unearth ideas like this. So, the correct answer is container.

Question 10)

Answer: Behavior
Supporting Statement: Even simple techniques such as one-on-one interviews, or ethnographic observation that involves going into people's houses to examine their behavior, can provide valuable data.
Keywords: simple techniques, behavior
Keyword Location: Paragraph 5
Explanation: As per paragraph 5, it has been mentioned that even straightforward methods like one-on-one interviews or ethnographic observation, which entails visiting people's homes and observing their behavior, can yield insightful information. So, the correct answer is Behaviour.

Question 11)

Answer: Focus groups
Supporting Statement: We conducted what are known as focus groups, where participants were asked to look at photos of people and pick those they perceived to be users and nonusers of our products.
Keywords: conducted, focus groups, users and nonusers.
Keyword Location: Paragraph 6
Explanation: As per paragraph 6, it has been mentioned that focus groups were held, where participants were instructed to choose individuals they thought would use and not use our products based on photographs of people. So, the correct answer is focus groups.

Question 12)

Answer: Surveys
Supporting Statement: We’ve found that market research does not need to be very sophisticated. For instance, we have conducted simple surveys in the lobby of our building offering free products in exchange for people's
opinions.
Keywords: Market research, surveys
Keyword Location: Paragraph 8
Explanation: As per paragraph 8, it has been mentioned that they have discovered that market research does not require a high level of sophistication. For instance, we have carried out straightforward surveys in our building's lobby, providing visitors free goods in exchange for their feedback. So, the correct answer is surveys.

Question 13)

Answer: Instincts
Supporting Statement: Sometimes the most important signals come from an executive's own instincts. In Tibal fisher's case, this could have told him what his surveys and focus groups didn't: 60-plus-year-olds won't support
a business that expects them to act their age.
Keywords: Important signals, instincts
Keyword Location: Paragraph 8
Explanation: As per paragraph 8, it has been stated that an executive's own intuition might occasionally provide the most crucial indications. This might have shown to Tibal Fisher what his surveys and focus groups failed to reveal: People in their 60s and older won't patronize a company that expects them to behave their age. So, the correct answer is instincts.

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