Principia Consulting

Right Methods, Right Data, Right Results

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In today's highly competitive environment the stakes are so high that "getting it right" at the marketing research stage can make all the difference in the success or failure of business and marketing initiatives. Getting it "right" is where Principia Research excels.
We specialize in B2B marketing research and understand the special requirements that these types of assignments demand. We are methodology driven and experts at data collection and the application of analytic skills. We keep a steady focus on how our work can help grow profitable business for our clients.

From "B2B" to "I-to-I"

Within the broad B2B arena, we also serve a select group we call "I-to-I" clients. These industrial-to-industrial companies typically face the challenge of reaching small but extremely influential audiences who are highly specialized and whose businesses are increasingly technology driven.

Principia Research Services

Advertising Research
Awareness Testing
Benchmarking
Competitive Product Assessment
Concept Testing
Copy Testing
Corporate Reputation
Image Testing
Line Extension
Loyalty Testing
Market Receptivity
Market Simulation
Name / Attribute Testing
New Product Development
Product / Price Positioning
Product / Service Feasibility
Satisfaction / Value Assessment
Tracking Measures
Volumetric Forecasting

Markets Served

Advertising
Building Products
Chemicals
Distribution
Engineering, Construction
Food
Forest and Paper Products
Home Furnishings
Homebuilding
Industrial Equipment
Industrial and Institutional Maintenance
Material Handling
Metals / Mining
Packaging
Plastics
Utilities

New Product Development Program

Principia Research programs can be the foundation of new product development planning.

We custom design programs as a series of interrelated research steps that comprise a comprehensive program where the results of one step help us refine the research approach for the next. The result is a market-driven, logical and efficient program that leads directly to more successful product introductions.

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CASE STUDIES

Principia Research helps clients solve business and marketing challenges by applying appropriate research strategies and techniques. Product categories in focus have included:

Plumbing Fixtures

Fiberglass Insulation

Ceiling Tiles

Consumer Product Containers

Composite Roofing Products

Roofing Materials

Floor Coverings

Plumbing Fixture Design:
Turning On New Products While Fixing Leaks

Challenge:
A major manufacturer of plumbing fixtures needed to better understand the purchasing decision process of their end users, homeowners. The client also needed a clear picture of their competitive positioning relating to product design attributes, distribution and pricing.

We conducted several focus groups with qualified homeowners in key regions of the country, and introduced a quantitative stage to the qualitative evaluations. We gathered preference data on design concepts, prototypes, product attributes, price positioning and value, including side-by-side comparisons with competitive products.

Result:
The company was able to define a major opportunity for a particular design and market segment, as well as identify a potential and previously unrecognized threat to an existing product line.

Fiberglass Insulation:
Warming Up To Customers

Challenge:
A leading manufacturer of fiberglass insulation wanted to develop a system to track customer satisfaction by the processes already used to deliver the product to the customer. We developed performance indicators for all the key processes, and monitored client performance in these areas according to customer ratings.

In addition, we were able to show a connection between these performance indicators and client management teams or specific personnel. We then demonstrated to the teams and employees how their own job effectiveness contributed to the customer's overall satisfaction with their product.

Result:
The company not only has an effective tool for monitoring customer satisfaction, but is able to increase satisfaction performance by holding staff members accountable for improving the company's score for that specific measure or process. Employee effectiveness in this new system is now directly reflected in their own compensation and incentive programs. Customer satisfaction is way up.

Ceiling Tiles:
Sales and Profits Looking Up

Challenge:
A leading producer of ceiling tiles was concerned that current product offerings were not meeting the needs of homeowners and were losing share to other manufacturers. We evaluated both the client's products and competitive products in various product segments and design categories. Our research, including the use of advanced analytics and statistical tools, determined that simple changes in aesthetics, performance and function would have a strong impact on their ceiling tile business.

Result:
The company made the recommended product changes, and was able to grow sales and market share in two key market segments without compromising price.

Consumer Product Containers:
They Can See Clearly Now

Challenge:
A global producer of containers wanted to better understand what motivates container purchases from the consumer perspective. Specifically, which containers do consumers prefer for different end uses, and how strong are those preferences?

We looked at the relationships between container material preference and perceived benefits associated with the container material, e.g., did they prefer to buy milk in a glass or plastic container. We were able to identify the rational and emotional triggers that could increase the consumer demand for a specific container material.

Result:
The company was able to build on existing strengths of certain materials in specific categories, identify key drivers of competitive products and develop strategies to meet unmet needs in the container industry.

Composite Roofing Products:
Finding the Right Niche

Challenge:
A global building materials manufacturer wanted to determine if there was an opportunity for a new style of composite residential roofing product to replace the existing high end, fire-rated product in specific regions of North America. We conducted an analysis of the competitive environment and alternative materials, quantified the potential market size, and the strengths and weaknesses of the most likely competitors before recommending a market entry strategy.

Result:
The product was successfully introduced into the target markets.

Roofing Materials:
Defining Distinction for New Products

Challenge:
A global manufacturer of roofing materials wanted to introduce a new line of premium shingles. They wanted to help ensure success by defining product parameters that would give the new product line distinct advantages in the roofing market.

We held focus groups in metropolitan areas in six U.S. regions and asked homeowners to compare and contrast the new premium shingle design with existing premium and standard products. We examined quality, aesthetics, color, handling and perceived performance issues. In addition, we probed to determine what might be an appropriate name for the new shingle line.

Result:
The new premium shingle line was successfully launched on the U.S. market, and with a name that has proven to be popular, which has helped establish the brand.

Floor Coverings:
Getting a Step Ahead

Challenge:
A leading producer of floor coverings was concerned about alternative materials that were entering the market and competing for a share of one of their key market segments. We conducted an analysis of the client's product and that of competitors' products and competing materials. We identified a market segment where their current product had no position, but had a clear opportunity.

Result:
We provided guidance to help the client reduce the threat of competing alternative materials in their existing market segment. We also helped them successfully introduce the product into a previously unrecognized market.