Technology Push & Market Pull in Product Development

This lesson examines the two main drivers of product development: technology push and market pull. Understanding these concepts is essential for AQA GCSE Design and Technology (8552), Section 3.1.1, and they frequently appear in exam questions about why new products are developed.

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What Is Technology Push?

Technology push occurs when a new technology, material or process is developed and designers then find ways to apply it in products. The innovation comes from research and development (R&D) rather than direct consumer demand.

How Technology Push Works

1. Scientists or engineers develop a new technology in a laboratory or R&D department.
2. Designers explore how the technology could be used in consumer products.
3. Products are developed and launched on the market.
4. Consumers discover the product and, if it solves a problem or offers a new experience, demand grows.

Examples of Technology Push

Technology	Product Application	Notes
Graphene	Lightweight, strong components for sports equipment	Discovered in 2004; now used in tennis rackets, helmets
Touchscreen technology	Smartphones, tablets, interactive kiosks	Developed in labs before any consumer demand existed
3D printing	Rapid prototyping, custom prosthetics, architectural models	The technology drove the applications, not vice versa
GORE-TEX fabric	Waterproof, breathable jackets and shoes	Developed by Bob Gore; the market did not ask for it
Shape memory alloys (SMAs)	Self-adjusting spectacle frames, medical stents	Material science led to new product possibilities
Bluetooth	Wireless headphones, speakers, file transfer	Ericsson developed the protocol before consumer demand

AQA Exam Tip: Technology push is sometimes described as "a solution looking for a problem." If a question describes a new material or technology being invented and then applied, it is technology push.

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What Is Market Pull?

Market pull occurs when consumers identify a need or want, and designers and manufacturers develop products to meet that demand. The innovation is driven by the market rather than the technology.

How Market Pull Works

1. Consumers express a need — through surveys, complaints, trends or sales data.
2. Designers respond by developing products that address the need.
3. The product is manufactured and sold to the waiting market.

Examples of Market Pull

Consumer Need	Product Developed	Notes
Healthier eating	Low-fat foods, kitchen gadgets (spiralizers, air fryers)	Driven by health-conscious consumers
Hands-free phone use	Bluetooth earphones, car phone mounts	Legislation and safety concerns created demand
Eco-friendly products	Reusable water bottles, bamboo toothbrushes	Consumer concern about plastic waste
Faster transport	High-speed rail (HS2), electric scooters	Demand for time-saving, sustainable travel
Home entertainment during lockdown	Games consoles, streaming devices, home gym equipment	Unprecedented demand during COVID-19 pandemic
Phone battery life	Power banks, fast-charging adapters	Consumers frustrated by short battery life

AQA Exam Tip: Market pull is sometimes described as "the market identifies a gap, and designers fill it." If a question describes a consumer need or problem that drives the development of a product, it is market pull.

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