Problem

A global leader in packaging solutions sought to understand behaviors and attitudes of a paint product concept to assess the measure of acceptance among Pro and DIY customers if investments were made to take a new paint product concept to market.

To have concrete evidence to base this decision on, a custom product concept research project was commissioned from our team at The Farnsworth Group.

Process

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 help the executives successfully manage the new product opportunity.

In this specific product concept test, the manufacturer needed concrete answers to the following primary questions:

• Which concept attributes do professionals and DIYers prefer?
• Which concept attributes have the most impact among professionals and DIYers?
• Do professionals and DIYers prefer this new concept compared to current ones?
• How willing would professionals and DIYers be to purchase this new concept?

The primary research team at The Farnsworth Group collaborated with the manufacturer to develop a comprehensive quantitative Conjoint methodology to field among both professional and DIY respondents.

To analyze the data sets, the research team utilized conjoint analysis to create shopping simulations online for respondents to participate in.

This approach, coupled with other data analysis techniques, allowed the quantitative research team to assess the variables in a more tangible than hypothetical testing environment without requiring the company to invest heavily in the product concept before testing it’s market adoption opportunities and risks.

Outcome

The responses analyzed enabled our team to identified key purchase drivers of paint products among professionals and DIYers. The findings made clear which existing paint product attributes have the most impact on the customer’s preference. Since the research compared current paint products to the new product concept, the responses also determined the level of intent Pros and DIYers would have to purchase the new concept should it be available.

With these findings and recommendations in hand, the manufacturer was able to quantify Pro and DIYer interest in the new paint  product concept and make an informed decision regarding the potential investment in going to market.