Situation: A major manufacturer of plumbing fixtures needed to better understand the purchasing decision process of homeowners. The client also needed a clear picture of their competitive positioning relating to product design attributes, distribution, and pricing.
Approach: Principia conducted several focus groups with qualified homeowners around the country and then performed quantitative research with key audiences. We gathered preference data on design concepts, prototypes, product attributes, price positioning, and value including side-by-side comparisons with competitive products.
Outcome: 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, and the client was also able to preserve existing product sales of $30 million annually.