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What Is Voice of Customer (VoC) Research? 

Learn how Voice of Customer (VoC) research helps building product and home improvement brands uncover customer needs, validate product concepts, and improve brand strategy. This blog outlines key VoC methods, why they matter in the built environment, and how The Farnsworth Group delivers actionable insights that drive smarter decisions.

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What Is Voice of Customer (VoC) Research? 

Learn how Voice of Customer (VoC) research helps building product and home improvement brands uncover customer needs, validate product concepts, and improve brand strategy. This blog outlines key VoC methods, why they matter in the built environment, and how The Farnsworth Group delivers actionable insights that drive smarter decisions.

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Brand Health
Customer Usage and Attitude
Product Development

How Fasteners Brands Can Use Concept Testing Research to Increase Market Share

Learn how fasteners brands can use concept testing research to reduce risk, refine features, and launch products that drive market share in a competitive category.

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Product Development
Home Improvement
Building & Construction

How to Test New Home Improvement Product Concepts Using Monadic Testing

Monadic Concept Testing is an approach used in product concept testing to ensure equal representation of individual concepts and to mitigate potential order bias when conducting a survey to collect data. It involves presenting your survey respondents or research group with one single product concept at a time.

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Product Development

How to Track Your Brand Health and Monitor Gap Performance

Those that actively monitor their brand health are able to identify issues early on, such as negative customer sentiment or declining market share, and take measures to address them. Brand health metrics provide valuable insights into your market position, consumer perceptions and preferences, and overall performance.

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Brand Health

Best Practices For Successfully Conducting Market Segmentation Research

There are primarily three types of segmentation that are used in market research: Attitudinal, Behavioral, and Demographic. Which one you should use should be based on the objectives of your research. Let’s unpack each type of customer segmentation:

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Customer Usage and Attitude

6 Adhesives, Caulks, and Sealants Market Trends in 2025

Discover 2025 trends shaping the adhesives, caulks & sealants market—from green building demand to performance innovations and shifting buyer behavior.

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Customer Usage and Attitude
Home Improvement
Building & Construction

Hardware Market Watch: Consumer Purchase Trends in Hardware and Fasteners

Here are a handful of current trends in the hardware market, as well as future forecasts, to factor into your company’s decision-making:

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Market Sizing
Customer Usage and Attitude

How to Measure Brand Awareness and Overall Brand Health

There are several quantitative and qualitative metrics to measure brand awareness across a variety of distribution channels, including brand rankings, net promoter scores and market matching.

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Brand Health

How Architects and Specifiers Are Evaluating Materials in 2025

Architects have a specific lens they utilize when designing a new construction project that impacts how they research, evaluate, select and source building materials and other products. As a manufacturer, it’s important to understand what this process typically looks like.

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Building & Construction
Customer Usage and Attitude
Product Development

Why Quantitative Tracking Research is Essential for Building Products Brands in a Flat Market

In a flat market, building products brands must fight for share—not just sales. Learn how quantitative tracking research reveals brand performance and customer behavior, giving you a competitive edge.

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Brand Health
Home Improvement
Lawn & Ranch
Building & Construction

Better Understand Your Building Product Customers

Download informative reports to keep a pulse on how your target DIYer, Contractor, Builder, and Architectural customers' purchase behaviors are changing.

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