We recently presented research from The American Living Survey™ (TALS), an ongoing study of American homes, interior design, décor, styles and lifestyles, at the International Home + Housewares Show.
“…outsiders often present the most-interesting answers to complex problems, not despite their lack of expertise, but because of it.”
(“Finding the Next Edison”, The Atlantic Magazine, Jan-Feb, 2014, p24.)
In our last blog we stated that it is important when doing research to do quantitative work to get a cross –section of consumers demographically. Put another way, you are not your consumer. Most of the management teams we work with are better educated (often MBA’s or MFA’s) who are older and more affluent than their target consumers. As stated previously they have a higher level of awareness and understanding of the category than their target consumers. However, they very likely also have greater purchasing power and probably a higher level of taste than those consumers as well.
Most of our clients are really into their products. They are proud of them and take them home and use them and are happy to extol their virtues to anyone who will listen. That’s great, it should be that way. We should all take pride in what we do, especially if our jobs provide consumers with great products that delight with their performance.
When we talk with prospective clients we sometimes hear hesitations to research like “we aren’t sure of the value/return of research” or “we can’t afford to do research” or “our development time tables are too tight to permit us to do research”. Our general comment to all of these remarks is that YOU CAN’T AFFORD NOT TO CONDUCT RESEARCH. Let’s explore each of these objections.
One of our favorite new products we spotted at the 2014 International Housewares Show, was the new twist on drinkware presented by Arc International and Roberts Wineware. The Roberts products actually enhance the taste of beverages!
Our trend data reveals more and more consumers are concerned with the environmental friendlienss of the products they purchase. At the International Housewares show we were glad to see many manufacturers taking this consumer need into account.
