A leading cabinet manufacturer sought to define which contractor market segments offered the greatest customer potential that aligned with their position in the market, and which installers have the strongest influence on the brand of faucet used in a project.
To gain these insights, this manufacturer commissioned a custom Usage and Attitude project from our team at The Farnsworth Group. In this specific market segmentation research, the manufacturer needed to understand:
- Which pro installers should be targeted by the manufacturer based on their annual purchases, their involvement with the brand decision, and factors that most impact their selection?
- How do targeted pro installer segments differ by volume, and influence on purchase decisions?
- Why are pros choosing a specific supplier?
- What supplier and product factors should be leveraged to appeal to each pro segment?
Online quantitative surveys and qualitative phone interviews were conducted with targeted trades involved with cabinet installation. The trades were then compared on volume of cabinet work and purchases, type of projects, products used, brands installed, and channel preference to determine which segments offered the greatest opportunity for this leading plumbing cabinet manufacturer.
The Farnsworth Group provided profiles and recommendations of the trade segments representing the largest opportunity for the manufacturer to invest in expanding share of wallet from. Our research team also provided data that identified which installers have the biggest influence on brand decisions.
This information has allowed the manufacturer to refine marketing and channel messages to speak to pain points and call out features that have greater effect on purchase decisions.