Homeowner Journey Mapping in Kitchen & Bath Faucets


A major manufacturer of kitchen and bath faucets needed to better understand the purchasing decision process of homeowners. The Client also needed a clear picture of their competitive positioning relating to product attributes and pricing.


Principia conducted several focus groups with qualified homeowners around the country, followed by a full-scale survey with a broader set of homeowner types. Preference data was gathered on design concepts, prototypes, specific product attributes at various price levels, including side-by-side comparisons with competitive products.


The Client 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. New product sales reached $45 million within two years of commercial launch.

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