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Unless you have recently purchased a window, you probably haven't given windows much thought. Why should you? After all, the average homeowner replaces their windows every 20-25 years. Herein lies the challenge for window manufacturers; developing windows for the mass retail market requires walking a tightrope between capturing the latest design and being neutral enough to last a couple of decades! While other factors come into play in the decision, the design must draw the buyer in and develop a level of passion for the product.
While our client had years of window design concept test experience, they decided to use SwipeRight™ to see if they could improve prediction of a successful window design.
Purchasing a window is a very visual decision focused on window cosmetics, because consumer expectations of functional features are largely equivalent. Brand and price also come into play, but design is the dominant decision factor.
SwipeRight™ was a perfect fit and "bolted on" to the clients existing concept test approach, simulated window-shopping…no pun intended.
The project was completed among recent past purchasers and serious intenders of windows. Respondents evaluated twelve window images, a mix competitive / client benchmarks (actual product images) and new prototype designs (CAD images) in the SwipeRight™ section survey.
Comparing the SwipeRight™ results to reliable sales data, we found that SwipeRight™ accurately predicted sales with an error rate of less than .01% - better than the model developed on metrics captured in traditional concept test section (purchase intent, appeal, etc.)
Interestingly, one highly differentiated window design was so polarizing that traditional metrics indicated it should not be launched. However, the strength of passion and positive emotional reaction in the SwipeRight™ exercise predicted it would be a strong performer. The client launched the window, and it has become one the strongest sales performers in the retail stores and is now being copied by competitors.
The strong results and predictability, combined with the avoidance of a missed opportunity, made our client a big fan of SwipeRight™. They continue to integrate SwipeRight™ into their product development testing, with great effectiveness.
Wondering if SwipeRight™ can help you be first to market? Contact Research America today to learn more.
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