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Attainable Housing Isn’t a Trend Problem. It’s a Systems Problem.

For years, housing affordability has been framed as a short-term market disruption driven by rates, inflation, or supply chain shocks. The data tells a different story. What we are experiencing today is not a cyclical blip, but a structural imbalance between what households can afford and what the market has been built to deliver.

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Building Products Marketing: How to Increase Sales Among Builders, Remodelers, and GCs in 2025-2028

Our market research team at The Farnsworth Group surveyed Builders, Remodelers & General Contractors across the United States to compare continuity to shifts in how Pros research, find, select, and purchase building materials and home improvement products. Review the latest findings:

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Building & Construction
Customer Usage and Attitude

Maximizing Market Share in a Changing Building Products Landscape

As a building products manufacturer, you can use research to size your specific addressable markets, assess your brand position, and uncover growth opportunities in a flat economy and competitive market landscape.

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Market Sizing
Brand Health
Building & Construction

How Manufacturers Should Support Trade Professionals to Meet Market Demands for Healthy Homes, Energy Efficiency, and Sustainability

Homeowners are prioritizing healthier, more energy-efficient homes, but cost and contractor training remain key challenges. Our latest research explores market trends, homeowner demand, and opportunities for manufacturers to drive adoption.

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Product Development
Home Improvement

How Many Home Building Firms are Actually in the U.S.?

Learn how accurate data on the number of home builders in the U.S. can drive better decisions for the building products industry. This post explores how combining industry data, expert insights, and reliable sources helps stakeholders navigate market sizing and make informed choices about product usage, target audiences, and growth opportunities.

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Market Sizing
Building & Construction
Market Research Case Study

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 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

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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