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Marketing Research Articles Related to the Home Improvement and DIY Industry

Marketing Research Articles Related to the Home Improvement and DIY Industry

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Consumers give Mannington a winning formula for new vinyl flooring product

Published
May 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Mannington Resilient Floors used several research strategies to develop its successful flooring product. In addition to a telephone survey, Mannington used HTI Custom Research's monthly mail omnibus study to determine some basic purchase dynamics and the demographics of purchasers of floor coverings. Consumers were asked about their level of satisfaction with different kinds of floor coverings and what the coverings’ strong and weak points were. Mannington also studied retailers and others in the trade to gauge perceptions compared to its competitors and to determine how to increase and improve its industry profile.

First-time use of Kano method helps Carrier Corp. research buyers of its air conditioning units

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Carrier Corporation conducted face-to-face interviews with potential commercial and residential users of the company's ductfree systems in Italy, Spain, Korea and Singapore using the Kano method to determine if the same product could be used in every market and the possible impact on customer satisfaction of doing so and to understand if there were market-differentiation possibilities.

Home improvement DIYers suffer from lack of funds, not ambition

Published
April 2011
Author
Quirk's Staff
Abstract
Data from Chicago research company Mintel indicates that more than a quarter of DIYers say they would like to undertake a major renovation or addition to their home but simply don't have the funds.

In Case You Missed It... June 2009

Published
June 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Starbucks rethinks strategy; DIY projects; qualitative helps revamp men's deodorant

Independent hardware store surviving battle with category killers

Published
May 1999
Author
Terry Fink
Abstract
Retail independents are challenged more than ever to not only maintain sales and profits but to simply survive. This article points out why cutting prices and paring the organization is the wrong reaction and why research and planning are needed more than ever when faced with heavy competition from a national chain.

Loosening the wheels of innovation

Published
March 2006
Authors
Cara Woodland and Lauren Bierbaum
Abstract
Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

Moen designs new showerhead after ethnographic research uncovers host of innovation opportunities

Published
June 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
Moen conducted depth interviews, in-aisle research, observational research and hydrotherapist interviews to understand the beneficial effects of water on the body in research to improve its line of showerheads.

Online reporting lets researchers focus on analysis rather than distribution

Published
October 2003
Author
Lucy Klausner
Abstract
Do you need online reporting of research data? This article addresses online reporting of research data, including security of data and training.

Packaging research guides positioning of 3M's innovative line of wood care products

Published
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.

Qualitative research helps Stanley Hardware reposition its line of mirror doors

Published
November 1994
Authors
Susan Haller and Dale Benedict
Abstract
Stanley Hardware used focus groups with homeowners and contractors and one-on-one interviews with distributors and retailers in its efforts to reposition its line of mirror doors.

Trade Talk: Even do-it-yourselfers need help

Published
November 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at the Customer Focus 2004: Home Improvement study from Vertis.

Trade Talk: Need statistics? These books have ‘em

Published
January 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of six books from New Strategist Publications that aim to give marketers access to stats on a variety of consumer segments.