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Project Summaries

Study #15

Industry: DIY home products           Methodology: National survey showing photo concepts
Project: Shelving Product Concept Evaluations

Background

The purpose of this study was to obtain consumer feedback and attitudes relative to proposed shelving prototypes to measure interest in the new shelving designs, identify and prioritize preferred concepts or features, and explore and identify market behaviors and dynamics that impact preference for and motivate purchase decisions relative to shelving. The specific product concepts the client wanted to receive feedback on were decorative shelving, decorative shelving brackets, hooks, and free-standing shelving units.

Approach

For each category of product concepts, a national survey of random sampling was conducted. Most popular decorating preferences, such as primary home decorating style, wood color/finish, and hardware color/finish, were identified. Also identified were the stores respondents frequent, what retailer they would expect to find the products, who tends to make the purchase decision and who does the installation. Each of the individual product concepts were tested in the same manner – by asking questions about a photo of each concept.

Results

With so many ideas on the drawing board it is difficult to make internal decisions as to the desire of the consumer which product concepts will be successful in the marketplace. The expense of design, resources, manufacturing, distribution, and advertising requires us to research the market first to get a strong degree of confidence our products will be successful. Conducting comprehensive analysis during the design stage allows us to get the right product to the market sooner, thus generating a quicker revenue stream and avoid costly mistakes.

RESEARCH AMERICA is an award-winning, family-owned and operated company providing market research solutions for over 35 years. We employ 300 researchers in 14 cities providing the qualitative and quantitative research necessary for their clients to make the right business decisions with confidence. We have deep expertise in Retail, Energy, Healthcare, Government, Health & Sustainability, Professional Services and all manners of B2B and B2C research, including online surveys. To learn more, call (610) 356-1800.

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