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Michael A. Smith II
January 2, 2014

Going to the Source: On-Site Market Research at IBS

New year, new blogger. For those of you reading this that I haven’t yet met, let me start with a bit of an introduction. I’m a senior market research analyst and project manager and have been on the Home Innovation team for a little over a year. In that time, I have gotten to really appreciate the diversity within the home building industry and the various types of information our clients seek. Whether it’s through quantitative research or qualitative research, we have the team and the expertise to help our clients accomplish their marketing goals within the residential marketplace.

I’m coming into our corporate “blogosphere” now because we have a very unique opportunity to offer building product manufacturers during the upcoming NAHB International Builders’ Show (IBS) in Las Vegas. As in years past, Home Innovation Research Labs will benefit from our relationship with NAHB by providing exclusive access to attendees for on-site research. We will be the only research company provided comprehensive attendee lists by NAHB.

And this year, the opportunity is even greater as it’s the first time IBS is going to be co-located with the Kitchen and Bath Industry Show (KBIS). It will be like having the target-rich bounty of two shows in one.

Focus Group, Schmocus Group. What’s the Big Deal?

The biggest advantage of doing focus groups on-site at a major industry venue like IBS is that it’s such a rare opportunity to have tens of thousands of building professionals from across the country and around the world gathered at one place. The attendees will represent everyone from the guys who swing the hammers, to the guys who make the multi-million dollar deals, and everyone in between.

Here’s a thumbnail description of the other major benefits of locking in on one of our remaining focus group slots:

  • Geography Buster: IBS Focus Groups allow you to break through the geography barriers typical of most local or regional focus groups. This show historically draws professionals from all over the country and even the world, and they’re all eligible to be recruited for your groups. This is way more cost-effective than doing in-person focus groups and interviews city-to-city.
  • Access the Hard-to-Access: It’s not always easy to get the type or caliber of industry professional you need when recruiting groups for focus groups in one location. For example, getting representation from large national builders all in one room at one time in a typical set-up is nearly impossible. But not at IBS. Large single- and multifamily builders, extreme luxury builders, ultra-green builders, and other niche or smaller market segments will all be at the show.
  • Participants in “Product Mode”: This unique venue provides you participants who are already in a mindset to explore and talk openly about products and concepts. In past years, our clients have completed pre-launch website usability testing, evaluated their product labeling versus competitors, tested new product development concepts, and completed print ad copy testing to elevate the impact of their messaging. Focus groups at IBS become much more of a “one stop shop” than groups at other venues.
  • Time & Cost Savings: You and your staff are already going to be at IBS/KBIS, so hosting focus groups there can save extra time and money on travel. No need for additional hotels, flights, and web-streaming. You and up to 10 members of your team will be able to view your professionally-moderated focus groups real-time through closed circuit television.

The Time is Now – Don’t Miss Out!

Home Innovation Research Labs will have two full-service focus group suites operating throughout the IBS/KBIS shows, and can also accommodate on-site intercept interviews of show attendees if that’s the type of research you need. Exhibiting at IBS or KBIS is not required to take advantage of these services during the show. But if you are exhibiting, why not get the most "bang for your buck" by adding focus groups and/or interviews to your plans.

We have a total of 19 focus group slots available during the show, from Tuesday, February 4th through Thursday, February 6th. About half of these are already booked and once they’re gone, they’re gone; we don’t have any more to offer. Do not hesitate to book your groups before the options become more limited.

There’s an added incentive to act on this opportunity now – PRICE. The current pricing for a group is $9,250. But, after January 10th, our pricing will go up due to the added level of effort to recruit effectively as we get closer to the show.

So make the most of your IBS marketing experience. Give me a call (301.430.6285) or contact me via our online form to reserve your spot today.


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