Market Research
Focus Groups & Qualitative Research

Our focus group facility and qualitative research expertise can help inform your marketing decisions.

Rich, Authentic Market Feedback on Beliefs, Perceptions, Motivations

In the ever-changing and often volatile residential market, focus groups and in-depth interviews are key research devices to assess your existing market assumptions and establish more accurate customer perceptions, beliefs, and motivations. With our state-of-the-art focus group facility, ready access to highly qualified participants, and unparalleled understanding of the industry, Home Innovation Research Labs is an industry leader in qualitative research. 

Focus Groups to Fit Your Needs

Our experienced and credentialed market researchers can design and conduct focus groups or interviews at a location that meets your schedule and budget, including at our facility near the nation's capital, at focus group facilities across the country, or at construction industry gatherings such as NAHB's International Builders' Show. 

Discovery and exploration are often the intent of focus groups, and the interactive, peer-to-peer nature of a focus group ensures authentic discussion and topics are examined thoroughly.

Mini-Groups, Triads, Dyads, or One-on-One Discussions

Sometimes, the optimal research design means formats other than — or in combination with — focus groups. When privacy and depth of discussion are favored, or when influence from peers needs to be minimal, a smaller group discussion may be preferred. Home Innovation will recommend optimal group size based on the nature of your line of market inquiry.

State-of-the-Art Focus Group & Observational Facility

Our market research facility features two focus group suites, each consisting of a meeting room separated from a private observation gallery by one-way glass plus a private client lounge; two smaller-scale group discussion rooms viewable through one-way glass; and multiple plasma screens throughout the suite for viewing. Our technology also allows real-time online streaming of any activity in our facility to accommodate clients with decision makers in multiple locations or limited travel budgets.

Observational Research Facility

Sometimes, the optimal research method requires discussion AND observing the installation of products or use of tools. Our Observational Research Facility has a life-size, two-story home in varying stages of construction. During this type of research, the research team observes discretely from behind one-way glass. Home Innovation has helped manufacturers develop and hone installation methods and tools in this facility, as well as conducted time and motion studies on a wide variety of building products and materials.

Focus Groups at Industry Gatherings  

Respondents for traditional, in-person focus groups are typically limited by geography – you can only include people who live and work in the surrounding area. To break the geography barrier, we offer focus groups at regional and national industry conventions and gatherings (such as the International Builders’ Show / Kitchen & Bath Industry Show where more than 100,000 construction professionals gather from around the country). This also makes it more feasible to host focus groups that include multifamily and high-volume builders – important but niche categories of professionals that are nearly impossible to recruit consistently from a single metro area.

Expert Roundtables

Sometimes the best way to develop targeted marketing solutions or evaluate opportunities is to assemble a group of leading-edge thinkers for a professionally moderated conversation. Our in-house expertise and access to these types of industry leaders allow us to assemble expert roundtable discussions that span the spectrum of market, code, industry, and building science issues. Typical roundtable topics can range from establishing key trends that drive industry change, to evaluating the likelihood of market/industry acceptance for innovative products.

In-Depth Interviews (IDIs)

The one-on-one nature of interviews promotes a depth of discussion without influence from industry peers; and uncovers beliefs, values, biases, and emotional motivations and connections that are not so easily obtained in a group discussion setting. In-person interviews allow for visual, hands-on inspection and use of product samples. In-Depth Interviews (IDIs) conducted by telephone allow for obtaining feedback from a broad cross-section of potential purchasers from a wide range of geographic areas. Using videoconferencing platforms, interviews can be guided with visual and audio cues offered by the interviewer.


Improve your business intelligence with our market research services.



Home Innovation Research Labs Lab - Market Research

With multiple focus group suites and an observation gallery overlooking the laboratory floor, our market research facility is unmatched for building product research. 

Market Research Facility
Designed to Fit Your Needs

Check out the floor plan of our unique market research facility.