Client description: Global carpet fiber manufacturer

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Retail; Real Estate; Healthcare; Architecture and engineering

Services applied: Voice of the Customer; concept testing

Business challenge: Global carpet fiber manufacturer was developing a new concept for carpet fiber and needed feedback from the market on the appeal and believability of the concept before moving forward any further in their development process.

Methodologies: We conducted 18 in-person IDIs with influencers & decision makers from the target industries. During each IDI, the respondent was able to evaluate, discuss and rate each concept in terms of the appeal and believability and appeal of various attributes.

The result: We provided a detailed report with strategic recommendations to aid the client in the refinement of their concept and how to best position themselves when it came time to go-to-market with this new concept offering.