Research
Consulting

Market Assessment for New Drywall Product

Situation

A leading building products producer required a thorough understanding about its likely success in launching a new drywall product with unique performance properties.

Approach

Principia used a perceived use value method to determine product attributes and features that drive product and brand selection for each stakeholder. Product performance against incumbent products against these factors was determined to develop expected penetration of the new product.


Outcome

The Client launched a lineup of products to meet the trending need for enhanced performance products which represent over $75 million in increased revenue.

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