A growing manufacturer that produces insulation, trim, and other building product categories sought to understand the how their products can provide solutions related to working from home and schooling from home. To have concrete insights to inform decisions, this company commissioned a custom market research project from our team at The Farnsworth Group.
The research project began with a series of discovery meetings to unearth the deepest root questions needing to be answered in order to ensure the findings would contribute to a well-informed decision by executives. In this specific product concept test, the manufacturer needed concrete answers to the following primary questions:
- What are the dynamics, challenges, and solutions of working from home?
- Where are solutions needed in the home?
- What are the reactions and preferences of various concepts?
- What are the price expectations for each concept?
The primary research team at The Farnsworth Group collaborated with the manufacturer to develop a comprehensive qualitative discussion used for in-depth interviews among US homeowners and renters who work from home at least 2x per week.
When analyzed, the responses determined the most impactful challenges and effective solutions to creating conducive spaces for working and schooling from home. Common requirements of the home office/classroom were as certain to inform product development and positioning efforts.
The responses also determined the level of intent homeowners and renters had towards potential concepts, and what would be needed to increase interest. With these findings and recommendations in hand, the manufacturer was able to identify the key purchase drivers for homeowners compared to renters and make an informed decisions about product improvement, pricing strategy, and positioning to best leverage the change in marketplace needs for solutions they can bring to the market.