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.