Collins IELTS 3 Listening Test 2
4 parts · 40 questions · 30 minutes
A complaint about furniture
Questions 1–3
Complete the form below. Write NO MORE THAN TWO WORDS AND/OR A NUMBER for each answer.
Right way Furnishings Complaint Form
Order reference number: (1) …………………………
Customer name: Thomas (2) …………………………
Date order placed: (3) …………………………
Questions 4–10
Complete the form below. Write NO MORE THAN TWO WORDS AND/OR A NUMBER for each answer.
| ITEM | PROBLEM | ACTION TO BE TAKEN |
|---|---|---|
| Hamilton three-seater sofa | Part of the sofa was (4) ………………………… Leg scratched | (5) ………………………… |
| Regent rug | Wrong (6) ………………………… Different size to advertised | Customer to telephone back (7) ………………………… |
| Morrison coffee table | Instructions for different table (8) ………………………… missing | Report to (9) ………………………… Send (9) ………………………… to customer |
Hagley Food Festival
Questions 11–13
Choose the correct letter, A, B or C.
11. Julie explains that
A last year's festival was called off.
B there have been four festivals so far.
C there is a chance the festival will be cancelled.
12. One of the new members of the organising committee
A works in the industry.
B has planned festivals in the past.
C judges competitions.
13. This year's festival
A has more things for visitors to do.
B starts earlier than usual.
C will be recorded.
Questions 14–17
Complete the notes below. Write NO MORE THAN TWO WORDS AND/OR A NUMBER for each answer.
Hagley Food Festival
Festival closes at (14) ………………………… each evening.
Special offer: Buy a (15) ………………………… for only £15. £10 for children under 16.
Please use the car park and avoid parking in (16) ………………………….
Free transport to and from the station every (17) ………………………….
Questions 18–20
Choose THREE letters, A–G.
18. Which THREE things can visitors do at the festival?
A get the autograph of a celebrity chef
B take their child to a cookery lesson
C help a local charity
D try food from Vietnam
E donate a cookery book
F demonstrate their cookery skills
G learn how to grow organic vegetables
19. Which THREE things can visitors do at the festival?
A get the autograph of a celebrity chef
B take their child to a cookery lesson
C help a local charity
D try food from Vietnam
E donate a cookery book
F demonstrate their cookery skills
G learn how to grow organic vegetables
20. Which THREE things can visitors do at the festival?
A get the autograph of a celebrity chef
B take their child to a cookery lesson
C help a local charity
D try food from Vietnam
E donate a cookery book
F demonstrate their cookery skills
G learn how to grow organic vegetables
Finding student accommodation
Questions 21–24
Choose the correct letter, A, B or C.
21. Lee explains that
A students in their final year have to stay on campus.
B he can be certain of getting a place on campus if necessary.
C there is only one hall available on campus.
22. Students living in Broomfield Hall
A pay quite a lot of rent.
B hold frequent parties.
C share showers and toilets.
23. Rooms in Crifield
A offer pleasant views of the countryside.
B are near a building site.
C are more affordable.
24. The house on the High Street
A only has two rooms to rent.
B is suitable for two students.
C is on a busy road.
Questions 25–26
Choose TWO letters, A–E.
25. Which TWO things are true about the second house?
A It is not available to tenants yet.
B There is a room that people share.
C It needs some furniture.
D It has a garden.
E It is in a quiet location.
26. Which TWO things are true about the second house?
A It is not available to tenants yet.
B There is a room that people share.
C It needs some furniture.
D It has a garden.
E It is in a quiet location.
Questions 27–30
Choose the correct letter, A, B or C.
27. Susan
A has already been invited to share accommodation.
B has decided what she is going to do.
C wanted to live with friends on her course.
28. Before viewing the property, Susan has to
A attend some final lectures.
B speak to her tutor.
C complete some work.
29. Why do Lee and Susan need to find a third person quickly?
A Forms need to be completed.
B The house might be taken by someone else.
C They want to avoid paying a larger deposit.
30. Susan thinks
A she might have a problem finding a third person.
B it is better to view the property before asking anyone to join them.
C all her friends have arranged accommodation.
Market research for start-ups
Question 31
Choose the correct letter, A, B or C.
31. Many inexperienced entrepreneurs
A convince themselves there are a lot of potential customers.
B ask someone to build them a website dedicated to their product.
C come up with some of their best ideas at night.
Questions 32–34
Choose THREE letters, A–G.
32. Which THREE things stop some people doing market research?
A They have had success in the past without doing it.
B They think they know their customers' needs.
C They have had feedback that market research is not reliable.
D They do not want to be given bad news.
E They think it is a mistake to spend money on it.
F They think they cannot afford to do it.
G They do not understand research techniques.
33. Which THREE things stop some people doing market research?
A They have had success in the past without doing it.
B They think they know their customers' needs.
C They have had feedback that market research is not reliable.
D They do not want to be given bad news.
E They think it is a mistake to spend money on it.
F They think they cannot afford to do it.
G They do not understand research techniques.
34. Which THREE things stop some people doing market research?
A They have had success in the past without doing it.
B They think they know their customers' needs.
C They have had feedback that market research is not reliable.
D They do not want to be given bad news.
E They think it is a mistake to spend money on it.
F They think they cannot afford to do it.
G They do not understand research techniques.
Questions 35–36
Choose the correct letter, A, B or C.
35. Selling to a wide range of people
A can be very expensive.
B is easier online.
C does not appeal to everyone.
36. If you are entering a competitive market,
A focus on keeping your prices as low as possible.
B do not tell anyone what you plan to offer.
C consider offering a unique product or service.
Questions 37–40
Complete the sentences below. Write NO MORE THAN TWO WORDS for each answer.
• Feedback can be more easily obtained when you have an (37) ………………………… presence.
• You can find out what your visitors' (38) ………………………… are from your most visited social media posts.
• Send visitors to a (39) ………………………… for more detailed information.
• Consider providing a (40) ………………………… of your product in order to get feedback.
Answers
1. 96678
2. Horton
3. 13th July
4. damp
5. refund
6. colour
7. next week
8. plastic discs
9. quality control
10. gift voucher
11. last year's festival was called off.
12. has planned festivals in the past.
13. has more things for visitors to do.
14. 10 p.m.
15. weekend pass
16. residential areas
17. half hour
18. get the autograph of a celebrity chef
19. help a local charity
20. donate a cookery book
21. he can be certain of getting a place on campus if necessary.
22. pay quite a lot of rent.
23. are more affordable.
24. is on a busy road.
25. There is a room that people share.
26. It is in a quiet location.
27. has already been invited to share accommodation.
28. complete some work.
29. They want to avoid paying a larger deposit.
30. it is better to view the property before asking anyone to join them.
31. convince themselves there are a lot of potential customers.
32. They think they know their customers' needs.
33. They do not want to be given bad news.
34. They think they cannot afford to do it.
35. can be very expensive.
36. consider offering a unique product or service.
37. online
38. interests
39. questionnaire
40. free sample
Explanations
- 1. 96678
- Asked for the order reference, Thomas answers 'It's 96678.'Common trap: Number-dictation trap – the reference is said once, as a single run of digits.
- 2. Horton
- 'It's Thomas Horton. That's H-O-R-T-O-N.' The first name is already printed.Common trap: Spelling trap – the surname is spelt out immediately after being said.
- 3. 13th July
- 'I ordered it on the 13th of July to benefit from the free delivery' – the 20th of July is when it was delivered.Common trap: Two-dates trap – the delivery date is given first, in the same sentence, and the form asks for the order date.
- 4. damp
- 'When we took this off, we noticed that one end of the sofa was damp, which wasn't a good start.'Common trap: Two-faults trap – the scratched leg is the second fault and is already printed on the form.
- 5. refund
- Offered a wait of a few weeks or a refund, Thomas says 'I'll have the refund and I'll look elsewhere.'Common trap: Offer-choice trap – a replacement is offered first and at greater length before the customer picks the refund.
- 6. colour
- 'The colour isn't the same as appears in the photo on your website ... the one we had delivered is dark blue rather than black.'Common trap: Two-issues trap – the size problem is the second issue and is already printed on the form.
- 7. next week
- 'Can I suggest you give it a few days and call back next week if there's no improvement?'Common trap: Time-phrase trap – 'a few days' comes first in the same sentence and is easy to write instead.
- 8. plastic discs
- 'When I checked to see if all the bits were included in the pack, I couldn't find four plastic discs.'Common trap: Word-limit trap – the number 'four' precedes the item, and the following sentence explains what they are for.
- 9. quality control
- 'I just thought it's something you need to report to your quality control people.'Common trap: Two-recipients trap – the line manager is named shortly after and is a different escalation route.
- 10. gift voucher
- 'But in the meantime, please accept a gift voucher from us by way of an apology. I'll email this to you immediately.'Common trap: Compensation trap – the refund for the sofa is a separate action, agreed much earlier in the call.
- 11. last year's festival was called off.
- 'Sadly, we had to cancel last year due to the terrible weather that weekend.'Common trap: Count trap – 'four years ago' and 'number four' are both said, but only three festivals have actually taken place.
- 12. has planned festivals in the past.
- 'One of whom has a wide range of experience in running festivals, and the other has lots of industry contacts.'Common trap: Two-people trap – both new members are described in one sentence, and 'industry' appears for the other one.
- 13. has more things for visitors to do.
- 'We're expecting record crowds and we've planned loads of additional activities.'Common trap: Word-sense trap – 'record' and 'early' both appear, meaning crowd numbers and visitors' arrival time.
- 14. 10 p.m.
- 'We open at 12.00 p.m. on Friday and stay open until 10.00 p.m. every evening.'Common trap: Time-cluster trap – four times are given in two sentences, including a closing time they wanted but did not get.
- 15. weekend pass
- 'This year, for the first time, we've introduced a weekend pass for £15 per person and £10 for children under the age of 16.'Common trap: Price-cluster trap – daily prices follow immediately and also include a £10 figure.
- 16. residential areas
- 'We're offering free parking on site and visitors are asked to use this rather than the streets in or near residential areas.'Common trap: Long-phrase trap – the place to avoid is 'the streets in or near residential areas', which must be cut to fit the word limit.
- 17. half hour
- 'We're running a shuttle service - that's a double-decker bus - every half hour from the station to the site.'Common trap: Interruption trap – an aside about the double-decker bus splits the phrase from its frequency.
- 18. get the autograph of a celebrity chef
- Visitors can get a celebrity chef's signature on a book (A), support the fundraising for Food for the Homeless (C), and donate old books to the second-hand book stall (E). The Vietnamese stall is cancelled, the chefs give the demonstrations rather than visitors, the children's activities are colouring worksheets, and the organic stalls sell produce rather than teach growing.Common trap: Near-miss trap – Vietnam, organic produce, cookery demonstrations and children learning to cook are all mentioned, but each in a form that does not match the option.
- 19. help a local charity
- Visitors can get a celebrity chef's signature on a book (A), support the fundraising for Food for the Homeless (C), and donate old books to the second-hand book stall (E). The Vietnamese stall is cancelled, the chefs give the demonstrations rather than visitors, the children's activities are colouring worksheets, and the organic stalls sell produce rather than teach growing.Common trap: Near-miss trap – Vietnam, organic produce, cookery demonstrations and children learning to cook are all mentioned, but each in a form that does not match the option.
- 20. donate a cookery book
- Visitors can get a celebrity chef's signature on a book (A), support the fundraising for Food for the Homeless (C), and donate old books to the second-hand book stall (E). The Vietnamese stall is cancelled, the chefs give the demonstrations rather than visitors, the children's activities are colouring worksheets, and the organic stalls sell produce rather than teach growing.Common trap: Near-miss trap – Vietnam, organic produce, cookery demonstrations and children learning to cook are all mentioned, but each in a form that does not match the option.
- 21. he can be certain of getting a place on campus if necessary.
- 'I'll be going into my final year after the summer so I'm guaranteed a place on campus in any one of the university halls.'Common trap: Priority-versus-obligation trap – final-year students get priority, which is not the same as having to stay on campus.
- 22. pay quite a lot of rent.
- 'They're not cheap, though. There's no way I could afford to live in one.'Common trap: Sharing trap – sharing and parties are both mentioned, but attached to the kitchen rather than the bathrooms or a routine.
- 23. are more affordable.
- 'They're not quite so expensive' – cheaper than Broomfield. The view of the fields has gone since the conference centre was built.Common trap: Past-tense trap – 'there used to be a great view' describes what has been lost, not what the rooms offer now.
- 24. is on a busy road.
- 'One's on the High Street and there's a lot of passing traffic so it could be a bit noisy.'Common trap: Number trap – 'two students' and 'third bedroom' are both said, which makes the two room-count options tempting.
- 25. There is a room that people share.
- The second house has a shared living room (B) and is in a quiet residential area with little traffic (E). It has no tenants yet but is available, it is 'fully furnished', and it has no garden.Common trap: Negation trap – tenants, furniture and a garden are all named in the previous sentence, each inside a statement that rules the option out.
- 26. It is in a quiet location.
- The second house has a shared living room (B) and is in a quiet residential area with little traffic (E). It has no tenants yet but is available, it is 'fully furnished', and it has no garden.Common trap: Negation trap – tenants, furniture and a garden are all named in the previous sentence, each inside a statement that rules the option out.
- 27. has already been invited to share accommodation.
- 'I've been asked if I'm interested in sharing with a couple of people on my course, but I'm not sure I want to live with them and I haven't agreed to anything yet' – an invitation has been made but not accepted.Common trap: Invitation-versus-decision trap – the invitation is real, but it has not been accepted and no decision has been made.
- 28. complete some work.
- 'Any time after Wednesday. I've got my assignment deadline then' – the assignment has to be finished first.Common trap: Three-commitments trap – lectures, tutor and assignment are named in one turn; only the assignment is still outstanding.
- 29. They want to avoid paying a larger deposit.
- 'The problem is we'll have to pay a deposit. And that would be for the whole house, all three rooms. Unless we pay that ourselves, we'll need to find someone else soon.'Common trap: Adjacent-reason trap – forms and the risk of losing the house are both discussed, but the urgency comes from the deposit.
- 30. it is better to view the property before asking anyone to join them.
- 'But let's have a look at it first, just in case it's not suitable' – view it before recruiting anyone.Common trap: Opposite-proposal trap – the other speaker suggests recruiting someone straight away, immediately after.
- 31. convince themselves there are a lot of potential customers.
- 'You're sure there's a huge market for it and that it will sell well' – a conviction about demand that has not been tested.Common trap: Scene-detail trap – the night-time setting and the website both appear in the same passage as incidental detail.
- 32. They think they know their customers' needs.
- Three reasons are given: the entrepreneur believes they already know what the customer wants (B); a start-up with no income cannot easily meet the cost in money and time (F); and, most often, they do not want negative feedback (D). Past success, doubts about reliability and not understanding the techniques are never mentioned.Common trap: Cost-nuance trap – money is a real reason, but because a start-up cannot afford it, not because spending on research is thought to be a mistake.
- 33. They do not want to be given bad news.
- Three reasons are given: the entrepreneur believes they already know what the customer wants (B); a start-up with no income cannot easily meet the cost in money and time (F); and, most often, they do not want negative feedback (D). Past success, doubts about reliability and not understanding the techniques are never mentioned.Common trap: Cost-nuance trap – money is a real reason, but because a start-up cannot afford it, not because spending on research is thought to be a mistake.
- 34. They think they cannot afford to do it.
- Three reasons are given: the entrepreneur believes they already know what the customer wants (B); a start-up with no income cannot easily meet the cost in money and time (F); and, most often, they do not want negative feedback (D). Past success, doubts about reliability and not understanding the techniques are never mentioned.Common trap: Cost-nuance trap – money is a real reason, but because a start-up cannot afford it, not because spending on research is thought to be a mistake.
- 35. can be very expensive.
- 'Appealing to as wide a market as possible requires facing stiff competition, will probably make excessive demands on your marketing budget, and ultimately may fail.'Common trap: Near-miss trap – 'online' and 'appeal to everyone' both appear, neither making the claim the wrong options do.
- 36. consider offering a unique product or service.
- 'Alternatively, perhaps you see a gap in the market, something that nobody else is offering.'Common trap: Either/or trap – price is raised as one of two things to compete on, immediately before the gap-in-the-market alternative.
- 37. online
- 'Research like this provides invaluable feedback and is particularly do-able when you plan to sell online or have an online following.'Common trap: Paraphrase trap – 'an online following' becomes 'an online presence' in the sentence.
- 38. interests
- 'Start by looking at the most popular posts on your social media page or blog: what do they tell you about your visitors' interests?'Common trap: Paraphrase trap – 'the most popular posts' becomes 'your most visited social media posts'.
- 39. questionnaire
- 'Links to a questionnaire can be used to dig down further to find out more about your visitors' needs.'Common trap: Paraphrase trap – 'dig down further' becomes 'more detailed information' in the sentence.
- 40. free sample
- 'You could create a free sample of your product and ask if visitors to your social media or blog page would be prepared to buy more.'Common trap: Word-limit trap – the answer opens the sentence, before the long clause explaining what to do with it.
Audio transcripts
Part 1 — A complaint about furniture
Sarah: Good afternoon. You're through to Right way Furnishings. My name's Sarah. How can I help you? Thomas: Yes, good afternoon. I'm phoning to complain about the condition of some items I ordered from you. Sarah: Oh, I'm sorry to hear you've had problems. Let's see if I can help. Could you give me the order reference? Thomas: Certainly. It's 96678. Sarah: Thanks. And could you confirm your name, please? Thomas: It's Thomas Horton. That's H-O-R-T-O-N. Sarah: That's great, thanks. I have your order details here so how can I help you? Thomas: Well, as you'll see, I had a delivery of some furniture from you on the 20th of July, a few days ago. I ordered it on the 13th of July to benefit from the free delivery you were offering at the time. The items arrived but there's a problem with every single one. Sarah: I'm very sorry to hear that. Let's go through the items, then, and I'll see what I can do. Thomas: Well, take the sofa for starters. Sarah: I see here that you ordered the Hamilton three-seater sofa. Is that right? Thomas: Yes, that's the one. It was wrapped in plastic when it arrived - to protect it, I imagine, but when we took this off, we noticed that one end of the sofa was damp, which wasn't a good start. We decided at that point to send it back but inspected it first for signs of any other damage. We then noticed that one of the wooden legs was badly scratched. It's very noticeable. I'm surprised it wasn't picked up by anyone at your warehouse. Sarah: Thanks. I've made a note of that. We'll certainly collect the faulty one but it'll probably be a few weeks before we can send a replacement. That's a very popular design and there might not be one in stock immediately. Would you like to wait or would you prefer a refund? Thomas: As long as that? I think in that case, I'll have the refund and I'll look elsewhere. Sarah: You also ordered a rug from us, the Regent rug. Was that all right? Thomas: Yes, the three-by two-metre Regent. There are two issues with this. The colour isn't the same as appears in the photo on your website. It's clearly black and white in the photo but the one we had delivered is dark blue rather than black. We could live with that but the problem is that it isn't the size advertised. I've measured it and the dimensions are three metres by one ninety. Sarah: Actually, you may find that the rug will settle as it gets walked on. The difference may very well be due to the fact that it's been rolled up for some time. It will slowly expand with use. Can I suggest you give it a few days and call back next week if there's no improvement? Thomas: OK, I'll leave that one for now and see what happens. But then there's the coffee table. This is the self-assembly Morrison table. I'm not particularly talented when it comes to DIY and I appreciate having clear instructions with things like this. It didn't help when I discovered the instructions sent out were for a different table. Luckily, I found the correct ones on your website and downloaded them. When I checked to see if all the bits were included in the pack, I couldn't find four plastic discs. They're the ones that go on the bottom of the legs to protect the floor. According to the instructions, they were supposed to be included. I had to go out and buy some myself. Sarah: Oh dear. Again, I do apologise. Just to confirm: would you like to return this item or is this feedback? Thomas: No, I've put it all together now. I don't want to go through that again. I just thought it's something you need to report to your quality control people. Sarah: Of course, Mr Horton. Well, I must apologise once more for all this. We pride ourselves on the quality of our products and customer service and you seem to have caught us on a bad day. I'll certainly pass on your complaints to my line manager, who will no doubt get back to you to offer her own apologies. But in the meantime, please accept a gift voucher from us by way of an apology. I'll email this to you immediately. Thomas: Yes, OK. I look forward to hearing from you.
Part 2 — Hagley Food Festival
Interviewer: Now, here's something that I'm very much looking forward to. Hagley Food Festival takes place this weekend and we're lucky to have Julie Smart with us in the studio today to tell us all about it. Welcome to the show, Julie. Another year and another great festival to look forward to. Julie: Good morning, Tim. Yes, the festival has been such a huge success with the public that it's hard to believe it was first held just four years ago. In fact, there have been three events; this year's will be number four. Sadly, we had to cancel last year due to the terrible weather that weekend. But everything's looking good for this one. In fact, I'm really excited about this year's event. We've been fortunate enough to attract two new members to the organising committee, one of whom has a wide range of experience in running festivals, and the other has lots of industry contacts. Judging by the interest we've had, this year looks like being the busiest so far. We're expecting record crowds and we've planned loads of additional activities. So, if your listeners are interested in coming, we'd suggest getting there nice and early to get the most from their visit. Interviewer: That's good to know. Planning such a large festival must involve a lot of work and a lot of people. Julie: Yes, it does, but we're lucky to have a brilliant team of volunteers. We couldn't manage without them. Interviewer: So, when can we look forward to attending? Julie: Well, we can only start to get the site ready a day before the festival opens so our volunteers will be working all day on Thursday. That means the site will be closed to visitors until the next day, Friday the 30th, and then we'll be there right the way through until Sunday. We open at 12.00 p.m. on Friday and stay open until 10.00 p.m. every evening. We'd have liked an eleven o'clock closing time but public transport stops running at ten thirty. We're encouraging people to use buses and trains to reduce traffic in the area, which is why we're stopping early enough for people to get away in time. We've also tried to keep costs down and this year, for the first time, we've introduced a weekend pass for £15 per person and £10 for children under the age of 16. Of course, you can pay by the day if you prefer: that's £10 for adults and £6 for children. The entrance fee covers things like the children's entertainment and access to all the cooking demonstrations, which we think are worth the entrance fee on their own. Oh, and before I forget, I've been asked to point out that we're offering free parking on site and visitors are asked to use this rather than the streets in or near residential areas as we don't want to upset local people. For those travelling to the festival by train, we're running a shuttle service - that's a double-decker bus - every half hour from the station to the site. This is also available to take people back to the station. Interviewer: Wonderful! So, what kind of things will be taking place? Julie: Well, based on feedback from previous events, we've made a few changes this year. A significant development is that we've partnered with a local organisation, Food for the Homeless, and there'll be several fundraising activities during the weekend that visitors can support. We've got some very famous chefs you'll recognise from TV giving demonstrations and some of them will be signing copies of their latest book if you're interested in buying one. There will, of course, be a large number of stalls selling a huge variety of food from around the world. There's a slight change to the advertised programme as the Vietnamese stall won't be with us this year. One new idea we're trying out is a second-hand book stall. Pop along and pick up a bargain, or even better, donate some of your old books. What else? Oh yes, we all know there's growing demand for organic food and visitors will be able to purchase a variety of fruit and vegetables from our organic stall holders. Finally, in our children's area, there'll be lots of child-friendly activities, including colouring worksheets to encourage them to learn how to cook. Interviewer: That all sounds brilliant, Julie. I can't wait for the weekend!
Part 3 — Finding student accommodation
Susan: Hiya, Lee. I saw you coming out of the accommodation office earlier. Have you found anywhere yet? I've had no luck at all so far. Lee: Yes, they're really helpful in there. They talked me through what's available on campus and what I'd expect to have to pay. Susan: Really? Then I guess I'll pay them a visit as well. So, have you found somewhere? Lee: I haven't made a decision yet, to be honest. I'll be going into my final year after the summer so I'm guaranteed a place on campus in any one of the university halls. Did you know they give priority to first and final year students? Susan: Yes, I know. That's why I'm having trouble finding somewhere. I've still got two years to go on my course so it's impossible for me to get a place. So, what are you going to do? Lee: I'm not sure I want to live on campus, actually. Broomfield Hall is where all the high-end, so-called luxury rooms are. Really nicely decorated, your own shower and toilet. You have to share a kitchen, but they're huge. You could hold a party in there. They're not cheap, though. There's no way I could afford to live in one. Susan: What about Crifield - that block near the sports hall? I've got a friend who lives there and the rooms seem OK. Lee: Yes, we talked about them. They're not quite so expensive. There used to be a great view of the fields by the back of the university from there until they built that new conference centre. I'm not that keen on living there. Susan: But you might not have any choice unless you're prepared to find somewhere off campus. Lee: I hadn't considered living in town again but then the accommodation officer showed me a couple of places that looked interesting. They're both three-bedroom town houses. One's on the High Street and there's a lot of passing traffic so it could be a bit noisy. There are two students living there and they're looking for someone to take the third bedroom, but I think I'd prefer to live with people I know. Susan: Still, it could work out OK for you. Hopefully you'd get on with the people who live there. Lee: Well, that's the thing. The other house the accommodation officer told me about doesn't have any tenants yet. It's another three-bedroom place. No garden, like the other one, but it's fully furnished. It's in a residential area, there's not much traffic outside and there's a living room that everyone can use. Susan: Sounds promising. Lee: It's also down the road from the train station, and the bus onto campus stops just around the corner. Susan: You'd have to find people to share with. Have you got anyone in mind? Lee: Well, what about you? If you got in quick, you'd be able to take one of the two large bedrooms. The third one's not tiny but one of the other two would suit you. And you haven't found anywhere yet, have you? Susan: I've been asked if I'm interested in sharing with a couple of people on my course, but I'm not sure I want to live with them and I haven't agreed to anything yet. So, yes, I'd be interested in having a look. What do we have to do? Lee: Well, the first thing is to book an appointment to see it. Are you free this week? Susan: Our lectures have come to an end so it should be OK. I did have an appointment to see my tutor but she hasn't confirmed yet so any time after Wednesday. I've got my assignment deadline then. Lee: OK. I'll book a date to see it and pick up any forms that need to be completed from the accommodation office. The problem is we'll have to pay a deposit. And that would be for the whole house, all three rooms. Unless we pay that ourselves, we'll need to find someone else soon. Susan: That shouldn't be difficult. Some of our friends have already found places but there are a few like us still having problems finding somewhere. But let's have a look at it first, just in case it's not suitable. Lee: But if you see anyone today who might be interested, try to get them to join us when we have a look. Susan: All right. I'll do that. And when you go to the accommodation office, ask them if we can pay something towards the deposit just to reserve it. Then maybe they can take it off the system for 48 hours so nobody else can view it. Lee: OK, I'll let you know later how I get on.
Part 4 — Market research for start-ups
Lecturer: Good morning, everyone. In last week's lecture we looked at managing your costs as a business. If you missed the lecture, the video is available online. Now, this week I'd like to talk to you about an area that often gets ignored or, at best, isn't given sufficient attention by new businesses: market research. The entrepreneurs amongst you will all know the feeling: you're lying in bed one night when suddenly you get this idea for a fantastic product. You're sure there's a huge market for it and that it will sell well. You start planning what it will look like in your head - you've even got ideas for the website and how you're going to make those sales. And for a lot of small businesses and inexperienced entrepreneurs, the next step is creating that product or service and getting it out there as quickly as possible. But unless they're incredibly lucky or have a business instinct that most of us lack, this is a huge mistake that could cost a lot of money or even see the business fail. The missing piece of the jigsaw is market research. Why does this get missed out? Often, it's because the business owner is blinded by their idea. It's so innovative that it's bound to be successful. The entrepreneur thinks they know what the customer wants, perhaps thinks that the customer doesn't even realise they want it. Sometimes it's the concern that the research will be complicated and cost a lot of money and time, and for a start-up without any income, that can be a real concern. More often than not, however, it's because the person concerned doesn't want to get negative feedback or be shown that in fact, there's no market for their idea. But well thought-out market research carried out before production and launch can avoid expensive mistakes, help the business fine-tune its offer or, in the worse-case scenario, accept that the idea is weak, allowing it to come up with another idea that stands a better chance of success without wasting a lot of valuable time and money. The first step is to clearly define your market. Entrepreneurs often make the mistake of failing to distinguish between a global market and a smaller, more niche market. It doesn't matter whether you're dreaming of opening a cafe on the local high street or hope to sell goods or services online. Even if you think you have a potential market of millions of customers, how will you market your product or service? If you try to appeal to everyone, your offering will lack focus. That's not to say it can't be done, but appealing to as wide a market as possible requires facing stiff competition, will probably make excessive demands on your marketing budget, and ultimately may fail as you won't be able to appeal to individual tastes or requirements. Next, research the competition. Remember: if there's a lot of competition, that at least indicates there's a market for your idea. What is the competition, and are you prepared to compete against them on price or quality of product or service? Why should customers decide to buy from you rather than them? Alternatively, perhaps you see a gap in the market, something that nobody else is offering. Researching the competition is crucial, whether it's serving a local, national or an international market. The next step is something that often gets ignored. You should be prepared to ask your potential customers what they think. Research like this provides invaluable feedback and is particularly do-able when you plan to sell online or have an online following. Start by looking at the most popular posts on your social media page or blog: what do they tell you about your visitors' interests? Links to a questionnaire can be used to dig down further to find out more about your visitors' needs. You could create a free sample of your product and ask if visitors to your social media or blog page would be prepared to buy more. You can ask whether there's anything about the sample they'd like to see changed before they'd consider buying it. Ask them how much they'd be prepared to pay. The important thing is to ask the questions and listen to what your potential customers have to say. You might not like to hear that you have to go back to the drawing board or come up with a completely different idea, but these results will help you steer your business towards a successful launch rather than an expensive failure.
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