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2026 Business Planning Priorities for Cross-Functional Product Teams

Home improvement products manufacturers and suppliers need to be looking at emerging market dynamics to tee up for a strong 2026. To keep products moving, companies will have to fight for market share again and present a strong value proposition to customers.

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Homeowner Trends Regarding Energy Efficiency, Sustainability, and Green Remodeling Projects

Homeowners are increasingly interested in energy efficiency and sustainability, but cost remains a major barrier to action. Our latest research with the Harvard Joint Center for Housing Studies reveals key homeowner concerns, top green home improvement trends, and the role of affordability in decision-making. Learn how manufacturers can navigate these shifting attitudes.

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Home Improvement
Customer Usage and Attitude

Top Homeowner Health and Safety Insights from 2024 Healthy Home Study

As ‘Healthy Homes’ are becoming a more common trend in our industry, we conducted a study, along with our partners at the Joint Center for Housing Studies at Harvard, with homeowners and renters to better understand how they define, perceive and interact with healthy home products, issues and solutions.

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Building & Construction
Home Improvement

How Much Does Primary Market Research Cost in 2025

In general, you should plan to spend about $20,000 to $50,000 for a qualitative or quantitative custom market research project. Read more for the factors that contribute to overall market research cost.

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Brand Health
Market Sizing
Customer Usage and Attitude
Product Development

Pros and Cons of Primary vs. Secondary Research in Decision Making

Primary market research is to the custom-built home what secondary research is to the manufactured home. Both add value to the market, but primary research is developed to answer questions unique to your situation, whereas secondary research must be adapted from a broad conclusion into a specific application for your organization.

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Customer Usage and Attitude
Market Sizing

How To Calculate Price Elasticity of Demand

When crafting a new product or enhancing an existing product, there's a major question that must be answered: how to price the product. Price elasticity of demand is one tool that can be researched to estimate the revenue that can potentially be achieved by changing the unit price of an existing product, or when introducing a new product to the market.

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Product Development

Navigating Advanced Analytics in Exploratory Market Research

The way a survey is designed plays a huge role in what can be learned from the data. Exploratory market research seeks to discover patterns, motivations, and behaviors that may not be immediately obvious.

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Customer Usage and Attitude

8 Key Market Trends Influencing Home Improvement Industry Spending in 2025

In general, the home improvement industry has grown significantly over the past couple of years. However, the numbers tell a much more nuanced story regarding the growth, scale of competition and emerging trends within the market.

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Market Sizing
Home Improvement

5 Key Takeaways from 2025 Spring Trade Shows

The first quarter is busy for the building and home improvement industry, with over 20 trade shows. The Farnsworth Group attends many of these events, connecting with industry leaders to discuss key trends. Here's what kept coming up in conversations:

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Building & Construction
Home Improvement
Lawn & Ranch

Power Tools: 2025 Market Trends and 5 Year Market Forecast

U.S. power tool sales are forecasted to shrink in 2025 but are expected to rebound with a positive growth from 2026 through 2029. Brands must focus on innovation, sustainability, and safety to meet the evolving preferences of professional and DIY consumers.

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Customer Usage and Attitude
Product Development
Building & Construction

DIY, DIFM, and PRO Home Improvement Trends from Q4 2024

2023 began with homeowners and pros reporting low confidence and expectations for the home improvement industry. Now, pro and homeowner sentiments are changing. Here's a look into what we are seeing:

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Home Improvement
Customer Usage and Attitude

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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