Customer Usage, Attitude and Behavior Research

Position your marketing, brand, channel and product teams for success by knowing who to target, what to promote, where, and when to say it to influence customers.  Once you understand these fundamentals, you’ll have the foundation to create a holistic strategy that’ll set your numbers soaring.

Customer Behaviors and Usage not only ensures that you get high-quality data from real customers you want to talk to, but it also guides product development and marketing by indicating what’s most important to the customer, narrowing your focus. Our insights allow you to assess a customer’s purchase behavior throughout the purchase process, creating a path to distinguish what really drives and motivates customers’ decisions across their journey.

In essence, it answers the five Ws: who, what, when, where and why. With this information, your marketing strategies can be individually tailored to your audience’s wants. Create more sales opportunities while meeting customer requirements.

Insights Include:

Product & Channel Use

What are they buying and where?

Product Use identifies who is buying, what products are being purchased and how often.  This information is a critical piece to understanding market potential and overall purchase incidence, which is needed to craft realistic sales budgets and define opportunity.

Channel Use determines where and how purchases are made (i.e. in-store vs. online, distributor or dealer, direct, etc.). It informs channel strategy to ensure that your distribution aligns with sales opportunities.

Discovery includes the following features:

  • Influences/Resources: Determine who and what is involved in the decision process
  • Product Behaviors/Uses: Identifies common product uses in the market
  • Challenges/Needs: Identifies common issues and solutions with the product
  • Ideation of Solutions: Utilizes groupthink to build on ideas that may benefit users
Concept Testing
Channel selection & satisfaction

What's driving channel selection and how well do those channels perform?

Channel selection tells you why your customers shop for your product at specific suppliers.  Channel satisfaction captures feedback on how well your channel partners are meeting customer needs.  Together, you’ll understand how your channel partners can capitalize on retailers’ strengths and weaknesses, increasing their (and your) market share.

Concept Testing includes the following features:

  • Concept Perceptions: Identifies pros and cons common among users as well as areas of information still needed
  • Preference: Rating and ranking of product features and perceived benefits along with ranking value statements
  • Intent to Try and Buy: Metric used to determine the potential in-market success
Concept Testing
Product selection & satisfaction

What impacts product selection and how well does the product perform?

Product selection & satisfaction captures feedback on why products are selected and determines which attributes of a product impact overall satisfaction. This helps you understand which attributes are essential, which can help you differentiate and which you should avoid in order to prioritize sales, marketing and product development efforts.

Concept Testing includes the following features:

  • Concept Perceptions: Identifies pros and cons common among users as well as areas of information still needed
  • Preference: Rating and ranking of product features and perceived benefits along with ranking value statements
  • Intent to Try and Buy: Metric used to determine the potential in-market success
Pricing Elasticity and Feature Valuation
Information & Influences

Who and what impacts how decisions are made?

Discover where customers seek out information that impacts their decision and what information is most influential, whether it’s digital research, in-store or peer-to-peer recommendations. These insights will help your marketing and sales teams incorporate key sales mediums into their process.

Pricing Elasticity and Feature Valuation includes the following features:

  • Feature Combination Preference: Determines which features drive preference and how much impact each feature has on preference and pricing
  • Price Modeling: Allows you to understand purchase intent at various price points across different feature combinations to build a feature set that maximizes sales
Product & Channel Use

Product Use identifies who is buying, what products are being purchased and how often.  This information is a critical piece to understanding market potential and overall purchase incidence, which is needed to craft realistic sales budgets and define opportunity.
Channel Use determines where and how purchases are made (i.e. in-store vs. online, distributor or dealer, direct, etc.). It informs channel strategy to ensure that your distribution aligns with sales opportunities.

Channel Selection & Satisfaction

Channel selection tells you why your customers shop for your product at specific suppliers.  Channel satisfaction captures feedback on how well your channel partners are meeting customer needs.  Together, you’ll understand how your channel partners can capitalize on retailers’ strengths and weaknesses, increasing their (and your) market share.

Product Selection & Satisfaction

Product selection & satisfaction captures feedback on why products are selected and determines which attributes of a product impact overall satisfaction. This helps you understand which attributes are essential, which can help you differentiate and which you should avoid in order to prioritize sales, marketing and product development efforts.

Information and Influences

Discover where customers seek out information that impacts their decision and what information is most influential, whether it’s digital research, in-store or peer-to-peer recommendations. These insights will help your marketing and sales teams incorporate key sales mediums into their process.

Download Report

We surveyed nearly 2,000 DIYers and Pros to bring you current data on how COVID-19 has permanently influenced Brand, Channel and Media behaviors.

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Learn More About Our Process

Define & Customize

Qualify & Collect

Analysis & Action

We bring industry and category knowledge to your project, which gives you a head start by allowing us to start discussing your specific needs. Through our in-depth conversations, we’ll define a customized research approach that will produce detailed insights to drive informed strategic decisions. We’ll survey targeted, pre-screened, tightly-profiled respondents, and use their answers to analyze the data and build your report. We then apply over 150 years of combined industry knowledge to bring a deeper level of analysis and recommendations. You end up with data-driven insights supported by industry expertise that provide you with actionable recommendations.

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Are You Ready to Get Started?

If you are ready to discuss Farnsworth’s Product Development research today, fill out the form below for a free project consultation.

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