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Home Innovation News

Exciting new partnership provides comprehensive marketing research to product manufacturers.

January 30, 2014 | Upper Marlboro, MD

Professional Builder & Home Innovation Team to Launch Best-in-Class Building Product Data, Marketing Research Products for Manufacturers

Professional Builder INSIGHT, powered by Home Innovation Research Labs Now Available

Embarking on its 50th year as a leader in testing, certification, and research for the residential construction industry, Home Innovation Research Labs is pleased to announce its new partnership with SGC Horizon’s Professional Builder magazine to deliver the most comprehensive suite of data products and marketing research services available for building product manufacturers.

Professional Builder INSIGHT, powered by Home Innovation Research Labs, combines Professional Builder’s 79-year history of providing in-depth home building coverage to its extensive audience of home builders throughout the United States and Canada, with Home Innovation’s 50-year track record of serving the research and data needs of the home building industry’s most successful companies.

This new resource will provide building product manufacturers with market-leading data and research on 42 separate U.S. building product usage categories (and 24 Canadian building product categories). In addition to product usage data and market assessments, Professional Builder INSIGHT offers marketing solutions, brand leadership insights, product innovation assistance, custom research opportunities, and product certification options.

Six distinct products and services offered under the Professional Builder INSIGHT umbrella include:

  • Product Usage Data – tool to help manufacturers better understand the size of their markets, spot trends, monitor their own and competitors’ market share, and evaluate the viability of new opportunities
  • Brand Usage Data – allows manufacturers to see actual purchasing behaviors for their specific brand, not just “preference” data, and gauge how they stack up against competitors
  • Custom Survey Research – provides manufacturers rich information on behaviors, motivations, attitudes, preferences, and beliefs of key market segments
  • Focus Groups & Expert Interviews – helps manufacturers uncover new market opportunities; develop, evaluate, and refine product concepts; understand purchase decision-makers’ processes and influences; and develop or refine go-to-market strategies
  • Product/Materials Usability Studies – demonstrates to manufacturers, in a controlled but reality-based environment, how their products actually perform including installation times, comprehensiveness of installation instructions, and other jobsite feasibility issues
  • NGBS Green Certified Product Opportunity – allows manufacturers of products that meet specific criteria within the National Green Building Standard (NGBS) to market their point-worthiness to builders and designers interested in green construction

Professional Builder INSIGHT will help product manufacturers gain a clear understanding of their market size and be in the best position to spot trends and opportunities,” according to SGC Horizon Building Group Director/Principal Tony Mancini.

Michael Luzier, president and CEO of Home Innovation Research Labs, agrees adding, “With our industry making a rebound, there has never been a more important time for manufacturers to be prepared for what’s to come. Professional Builder INSIGHT will provide them with an advantage.”

For more information on Professional Builder INSIGHT products and services, contact Adam Grubb (317.219.7546).

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ABOUT SGC Horizon: SGC Horizon serves the infrastructure, equipment, residential and commercial construction markets with award-winning publications, websites and industry-leading events. SGC Horizon's brands include Professional Builder, Professional Remodeler, Custom Builder, HousingZone, Show Village, Building Design+Construction and Construction Equipment. 

ABOUT: Home Innovation Research Labs, located in Upper Marlboro, Md., is a full-service research, testing, and consulting firm determined to improve the quality, durability, affordability, and environmental performance of single- and multifamily homes and home building products – in short, we aim to perfect the home. Founded in 1964 as a subsidiary of the National Association of Home Builders (NAHB), our team has been integral in solving many of our client’s most difficult product and technology issues, and helping to introduce some of the most groundbreaking innovations in residential construction. Through an interdisciplinary research approach – including market research, building science analysis, laboratory testing, and standards development – we help to find a home for innovation in the residential construction industry.

NOTE TO EDITORS ON STYLE USAGE: To identify this company and its work correctly, first reference should be "Home Innovation Research Labs." In subsequent mentions, "Home Innovation Labs” or simply “Home Innovation” are acceptable and accurate alternative references; we are not identified by an acronym. Prior to February 12, 2013, the company was known as the NAHB Research Center.