In the building products and home improvement industry, staying ahead of changing customer needs is essential. Exploratory research is a powerful way to uncover trends and insights that businesses may not even know to look for. Unlike structured product development research, exploratory research requires a flexible approach to analyzing data.

What is Exploratory Research?

Exploratory research, such as through Attitude & Usage (A&U) studies, is different than product development research. Instead of testing a clear hypothesis, it seeks to discover patterns, motivations, and behaviors that may not be immediately obvious. Because the findings—and the best ways to analyze them—aren’t always known upfront, the research design must allow for flexibility. This adaptability can make exploratory research feel more uncertain, but it also makes it ideal for uncovering unexpected insights that will better inform strategic decision making.

In contrast, product development research follows a structured plan using specific techniques like Conjoint Analysis, MaxDiff, Kano, or Gabor Granger. These methods answer defined questions, such as which product features are most important to customers or what is the pricing elasticity of a specific feature set. The research design and analysis are locked in from the start.

Designing an Exploratory Study for Flexible, Powerful Analysis

The way a survey is designed plays a huge role in what can be learned from the data. To get the most value from exploratory research, surveys should:

• Include a variety of question types – Combining multiple-choice, ranking, and open-ended questions allows for deeper analysis later.
• Explore multiple angles – While it’s important for the survey to remain focused to ensure high response quality and limit fatigue, looking at a topic multiple ways can help uncover hidden patterns.
• Adapt based on responses – Dynamic questioning ensures researchers can dig deeper into emerging themes as they appear.

Additionally, choosing the right sampling and weighting techniques is critical to making sure the data represents the target audience accurately. Techniques like cross-validation and holdout sampling help confirm that findings are reliable and applicable to real-world decisions.

Advanced Analytics Techniques in Exploratory Research

Because exploratory research doesn’t start with a fixed plan for analysis, advanced analytics techniques help make sense of complex data. At The Farnsworth Group, we use a variety of approaches, including:

• Correlation Analysis – Revealing patterns and relationships within a dataset through Spearman’s Rank or the Pearson R Formulas to identify areas of improvement across product portfolios or distribution strategies.
• Key Driver Analysis – Using regression methods (like Ordinary Least Squares (OLS), Logit, and Decision Trees) to identify the factors that most influence customer behavior.
• Segmentation – Applying Factor Analysis, Principal Components Analysis, and Cluster Analysis (K-Means and Hierarchical) to group consumers based on similarities.
• TURF Analysis (Total Unduplicated Reach and Frequency) – Finding the best mix of products or messages to maximize reach and resonance with your target.

For example, in a recent study on woodworking power tools, Key Driver Analysis was used to uncover the key selection factors driving the purchase decision, while Cluster Analysis helped identify distinct consumer groups with different preferences. This allowed our client to fine-tune their messaging and product offerings for each group of their customers.

The Value of a Knowledgeable Research Partner

Because exploratory research doesn’t follow a rigid structure, it requires a research partner that understands how to design flexible studies and analyze data from multiple angles. Many quick-turn, automated research providers are suited for structured studies, but a more custom approach is often necessary for insightful exploratory research.

With over 35 years of experience in the home improvement, building, and lawn and ranch industries, The Farnsworth Group brings deep market knowledge to every project. Our expertise in designing adaptable research and applying advanced analytics ensures that our clients get insights that drive real business impact.

Exploratory research, when done right, is a powerful tool for uncovering new opportunities in the home improvement industry. By designing surveys for flexibility, using advanced analytics, and partnering with experienced researchers, building product manufacturers and retailers gain valuable insights that inform smarter decisions and fuel growth.

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By Karen Barnes, Senior Research Advisor

Through her expertise in brand consulting, market research design, and advanced analytics, Karen has been helping answer critical business questions for the past 15 years. She has had the privilege of working with many of the top global insights organizations and applying best practices across a myriad of clients in CPG, technology, finance, healthcare, and of course home improvement, including developers, building products manufacturers, and retailers.

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