Case Study #17 : Product Development - Home Improvement Product
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Consumer - Home Improvement
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Research Topic
Exploring Interest in DIY concept for "ready-to-install" custom home-improvement assemblies
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Research Need
Manufacturer of home improvement (and new construction) products wanted to explore opportunities to grow their DIY business by providing ready-to-install custom assemblies.
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Research Process
Focus group research was conducted among experienced DIY consumers who had made improvements to their own homes or while "flipping" investment properties.
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Results
The client learned about the DIY consumers' product preferences and decision processes. During the focus groups, the respondents were shown alternative concepts for purchasing custom ready-to-install home improvement assemblies.
Based on the research, the client chose to not pursue the DIY custom assemblies. DIY consumers were skeptical about having full responsibility for design and critical measurements. The consumers also did not sufficiently value the ready-to-install assemblies. |
Links to Related Case Studies
Consumer - Advertising Development
Consumer Focus Groups