Success in developing and launching new home building products or materials requires a deep understanding of the home building industry and the innovation process. We offer unparalleled industry expertise and top-notch research skills to support all phases of the new product development process – from assessing market gaps and opportunities to providing critical market intelligence for your launch plan.
Each of our projects is backed by a solid research approach and set of competencies where we:
Lead User Panel
One of the resources that makes us uniquely qualified to help with new home building product development issues is our expert panel of leading industry innovators who have agreed to provide us reviews of new building technologies. We provide panel members with a detailed description of a new product and ask them questions about its technical and market feasibility. The reviewers provide recommendations for improvements that can be invaluable to manufacturers.
Concept Testing and Multi-Concept Screening
These studies can help a new product developer estimate the likelihood of acceptance of a single home building product, or provide feedback on which of a series of new product ideas has the highest likelihood of acceptance. A concept test is a specialized research method that quantifies overall likability of and intent-to-purchase a new product. Multi-concept screening is employed when manufacturers have numerous new product ideas and need to be strategic and measured in which options they pursue.
Sometimes the best way to come up with solutions or evaluate opportunities is to get a group of leading-edge thinkers together for a professionally-moderated conversation. Our in-house expertise and access to industry leaders allow us to assemble expert roundtable discussions focused on solutions for the full spectrum of obstacles and opportunities a new product or material may face – including market, code, and building science-related issues.