(1000 words)

1. Definition of your target group - 17-year-old teenager who sleepless

a. Identify and describe the group of people you would like to investigate.
- Teenager is the age between children and adult around 13 to 19 -year-old
- like convenience
- study hard
- demand cheap-price product
- modern
- risk-taking
- advantourous and energatic
- varies in different societies
- self conscious
- mental and physical development
- study in high school & prepare for university
- socially
2. Predictions of problems of target group
a. What problems do you expect the group might have?
- dark circle under eyes problem
- unhealthy
- have to time to take much care to themselve
- not enough time to sleep
- want to look good
- dont have that much money to but good product
- concern with others criticism.
b. What problems could be identified by internet research?
- How to get rid of dark circles?
- Easy home remedies to nourish eye
- How to improve dark circles under eyes through diet
- How to remove eye black circle?
- How to cover up dark circles
- How to remove eye black circle
- How to get rid of dark circles under eyes fast
- Dark eye circle treatment
- Best cosmetics for undereye
3. Description of preparations for focus group or interviews
a. What have you been planning before you interviewed people or conducted a focus
group?
- Have you ever try any eye product? if yes what is it and why you use it?
- What time you go to bed?
- How many hours you sleep?
- Do you have any problems from sleepless?
- How much score you give yourself of taking good care to your health from 110?

4. Description of process of focus group or interviews

a. What happened during the interviews or focus group session?
-

5. Description of outcomes of focus group or interviews

a. What are the kind of problems that your target group of people has?
b. What have you found out about problems in general that individuals from the group
have?
6. Compilation (list) of problems of your target group
a. What are all the problems that your group of people have?
7. Explanation of the one problem which looks the most like an uncovered opportunity
a. Explain the problem more in detail
There is no need to create a solution to the problem
8. References and appendix
a. Any sources used for your research
b. List of questions asked in interviews

1000 words

1. Introductions and background to a problem

a. Describe the problem
According to a new market report published by Transparency Market Research, it
can be seen that people tend to consume more on cosmetics and skincare in the past
decade years.
2. Explanation of the problem
a. What is the problem
It can be seen that many 17- year-old teenager tend to face with severe dark under eyes
problems due to schools assignment and also other leisure activities at night.
b. How are people/communities/countries affected by it now
According to the severe dark under eyes problems poll, it shows that the overwhelming
majority of the poll is female and more than three forth of them has dark under eyes
problems.
3. Description of consequences if the problem persists
a. How are people/communities/countries affected by it in the long term by the
If this problem still persist, it may cause their facial skin to get older eariler than other 17year-old teenager.
4. Description of the causes of the problem
a. What causes the problem
Dark eyes circle can be caused by variety reason: lack of sleep ,drinking alcohol or illness.
Most of problems are found especially on teenager, who cannot manage their time on
education and their daily life. Therefore, Teenager must spend the late night with their
homework and reading books instead of sleeping. As a result, dark circle eyes are occurred
5. Description of underlying root causes of the problem
a. What are causes of the cause of the problem

The root causes of the problem may be caused by many factors, including genetics, kidney
dysfunction, poor blood circulation, lack of lymph and movement. People with genetically
drier skin are in the risk of having brownish dark circles due to the buildup of dead skin cells.
Dark eye circles are also due to kidney dysfunction. The only ways to be sure that you didnt
have this disease is to see your GP and have some simple urine or blood tests. Blood
without oxygen is dark in color and causes a bluishness under the eyes. When our blood is
stagnant in the eye are, this builds up leading to under eye circles. In addition, a lack of
lymph movement contributes to dark circles along with puffy eyes. This is also related to
poor blood circulation as mentioned above.
6. Description of how the problem has been researched
a. How has the research been conducted for this report
- Before the product is created, we have made an online survey which contain
many questions, such as how many scores you give yourself of taking good care,
what time do you go to bed, do you have dark circles problem and which types of
eyes care would you prefer in order to find the major cause of problem that customer
face and the customers needs on the product. As a result of the research with the 40
respones, it can be seen that the majority who take the surveys is female which is
90% and 65% is at the age of 17. Moreover three-forth of the people who to the
survey is taking a good care on themselves. However, there is still 75% who get the
dark eyes circle. The most two products they prefer to use to get rid of the dark eyes
is eyes cream and eyes concealer which has the percentage of 32.5 and 30
repectively. And in the same porprotion, 32.5% is love to use the product that is made
in Korea and 30% is love to use the product that made in Japan. All of these
information can be concluded that most teenager in Thailand is having dark eyes
circle problem, thus the product we going to make is natural eyes cream.
b. What kind of sources have been used to investigate the problem
- We uses internet survey questions and investigate google trends to carry out
a research.
7. Explanation why the problem could be an (uncovered) opportunity
a. Explain why and how the problem could be transformed into a business opportunity
Dark eye circles are problems that can occur to anybody from young to adult ages.
Nowadays, undereye products have become one of the most popular business trends
around the world because people are more concerned with dark circles. "The eyelid is the
thinnest skin on the body and since it's constantly active (we blink 10,000 times a day), the
skin around the eye area is the first to show age," says dermatologist Dr. Debra Jaliman.
Eye products, like eye creams and concealers, are particularly necessary for people with
dark circles problem. This problem has given a business opportunity to many brands
product, such as M.A.C, Shiseido, Sephora, Dior, NARS, to reach its customer's target.

8. References
a. Any sources used for your research
http://www.eyehealthweb.com/dark-circles-under-eyes/

http://healthblog.yinteing.com/2010/02/11/dark-circles-in-the-eyes-and-connection-to-yourkidney-health/
http://www.netdoctor.co.uk/ask-the-expert/liver-kidney-and-urinary-system/a2964/are-thedark-circles-around-my-eyes-related-to-kidney-problems/
#5
http://www.gcimagazine.com/marketstrends/segments/skincare/Demand-for-OrganicBeauty-to-Grow-to-Over-13-Billion-by-2018-Report-Says-213160491.html #1

Essay
Most people in this world cares about their appearance. Nobody wants other people
to judge them that they are ugly or having an unhealthy life. This imperfection can easily be
found on their face, especially to people around the age of 17-20 years old, who are pretty
much concerned about their appearance than other stages of life. Moreover, in this age, they
often faced hard times due to hard work and less sleep in high school life. This is one of the
main causes of dark eyes circles. According to a new market report, published by
Transparency Market Research, people tend to consume more on cosmetics and skincare in
the past decade years. The global demand for organic personal care products was over $7.6
billion in 2012 and is expected to reach $13.2 billion by 2018. This is because the consumer
is more concerned about their personal health and hygiene. Thus, these research is the
motivation for our product which is natural eyes creams that will help teenagers to get rid of
dark eye circles problem.
It can be seen that many 17- year-old teenagers tend to face severe dark under eyes
problem due to lots of school assignments and other leisure activities at night. Especially, to
women whose body is more sensitive to alteration of the biological clock than men. The
study has shown that nine to ten of women suffer from under eyes problem due to their
sleep hours that is between 6 to 7 hours, which is lesser than the average sleep hours of
teenagers, which is around 8 to 9 hours. Fewer sleep hours causes your under eyes area to

get darker and it can also create a great impact on your health. Another disadvantage is that
teenager cares for themselves more than other stages. Thus, they dont want to have a bad
image of others, but they have got dark under eyes problem so they try to conceal their
weaknesses. This not only affect ones self but also the community because the number of
people who cant work effectively occur in the society, which sometimes leads to health
diseases and also affect brain functions in the long term.
According to survey record, about 57.5% of 40 people sleep 12:00 p.m. or above.
Sleepless is one of the most concern 17-year-old teenager think as they grew up having
work and study to be done, which cause unhealthy inside body system and dark eyes circle.
The more influence of celebrity and advertising in social media play more role to the way
people look care about their appearance these day, the more serious they compare
themselve with other, which make they feel less self-esteem and confident. Dark circle under
eyes problem make people look exhausted, ugly, stressed, aged, and sick. Even in the
survey asked why they use eyes products My eyes are too dark and it makes people scared
of me. I'm not confident when I don't look like a human, said one of the survey group.
According to the research, dark eyes circle can occur in both men and women.
Although, it can be seen in variety of ages. Specifically, some children have dark circle
because of their heredity and some adults got it from illness, including allergies and vitamin
deficiencies. Especially in teenagers, who are quite busy with studying, hanging out with
friends or couple, so they tend to have lesser time to take care of themselves. As in this age,
dark eyes circle are mostly caused by tiredness, crying, and stress. Teenagers usually stay
up late instead of sleeping early. Consequently, not getting enough sleep will ruin your health
and caused eyes circle problem as well. Adolescents who are concerned about their
appearance, depict it as a big problem because they're afraid of looking old and unhealthy.
The root causes of the problem may be caused by many factors, including genetics,
kidney dysfunction, poor blood circulation, lack of lymph and movement. People with
genetically drier skin are in the risk of having brownish dark circles due to the buildup of
dead skin cells. Dark eye circles are also due to kidney dysfunction. The only ways to be
sure that you didnt have this disease is to see your GP and have some simple urine or
blood tests. Blood without oxygen is dark in color and causes a bluishness under the eyes.
When our blood is stagnant in the eye are, this builds up leading to under eye circles. In
addition, a lack of lymph movement contributes to dark circles along with puffy eyes. This is
also related to poor blood circulation as mentioned above.
Before the product is created, we have made an online survey which contains many
questions, such as how many scores you give yourself of taking good care, what time do you
go to bed, do you have dark circles problem and which types of eyes care would you prefer
in order to find the major cause of problem that customer face and the customers needs on
the product. As a result of the research with the 40 responses, it can be seen that the
majority who take the surveys is female which is 90% and 65% is at the age of 17. Moreover
three-forth of the people who to the survey is taking a good care of themselves. However,
there is still 75% who get the dark eyes circle. The most two products they prefer to use to
get rid of the dark eyes is eyes cream and eyes concealer which has the percentage of 32.5
and 30 respectively. And in the same proportion, 32.5% is love to use the product that is
made in Korea and 30% is love to use the product that made in Japan. All of these

information can be concluded that most teenager in Thailand is having dark eyes circle
problem, thus the product we going to make is natural eyes cream.
Dark eye circles are problems that can occur to anybody from young to adult ages.
Nowadays, undereye products have become one of the most popular business trends
around the world because people are more concerned with dark circles. "The eyelid is the
thinnest skin on the body and since it's constantly active (we blink 10,000 times a day), the
skin around the eye area is the first to show age," says dermatologist Dr. Debra Jaliman.
Eye products, like eye creams and concealers, are particularly necessary for people with
dark circles problem. This problem has given a business opportunity to many brands
product, such as M.A.C, Shiseido, Sephora, Dior, NARS, to reach its customer's target.

References
1. Penning, A. (n.d.). Demand for Organic Beauty to Grow to Over $13 Billion by
2018, Report Says.