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Compass A Design Research Project

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A product oriented consumer research project investigating exterior applications for NZ plantation pine in the US market.

A product oriented consumer research project investigating exterior applications for NZ plantation pine in the US market.

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  • 1. roj ect ss P on tati sen pa re ts arc hP duc Pro m e , Res ood son Co p ass ic W ons Com Pac if eJ ford olin The Sub ony je ct: C liffo rd, CE imo O- t hy Alla yC n, Kar liff ord , Jo hn e: Gif 1 1/1 0/0 7 r: T y: T Ton Dat sen te db Pre are P rep
  • 2. te nts Con n d kg rou ac Th eB s s P r oce The ti on b ora la A Col e e fram T im io n The ef init D Te am ch rch ear Res a ch e h Res arc ese llan r us R yA Loc imoth nsson Re sea l rk itia T Jo ones line aro Rees- J In h o K th e on Sci rd e arc m ew Bly es ra h/F fo l dR Gif hn Nebe l rc Fie Jo ra n a ese ba lse Bar nd-Nie it L a c t R odu Ber P r tio n n ica m mu Co Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 3. Joint Marketing Need for Research Guardian Study Compass Project The initial concept was to cooperate This resulted in the discussion The Guardian study was presented The ‘Compass’ project concept with promotions in export markets. around the need for research to to a range of industry stakeholders. was built to leverage the approach define what the messages would This promoted a new ‘product prototyped in Guardian to conduct a be and how to promote it. focussed type of consumer similar study in the US market. research. One that targeted a wider range of information and built a picture of the relationships between the context, the product and the consumer. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 4. 01 Planning and Clarification 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Define product scope Investigate supply chain Initial trip & in-market workshops. Life cycle supply chain Clarify PROJECT INITIATION Including regional visits with model (in GABI) Define market/regional Literature search Communicate experts. scope competing product Define customer Ideas Develop customer requirements importance (weighting) Define method and Initial interviews with list. Forecast detail approach experts QFD markets Assess customer motivations Possibilities Define team Establish draft PLC Priorities Field research Identify & categorise key Visualise PLC & supply Customer Workshops users & stakeholders chain (contribution) Site Visits & Interviews & 2D & 3D Collate initial Visual diaries environmental info Questionnaires Investigate trends and Life cycle & supply chain model changes data Competing product Final customer REQ’s assessment Final technical REQ’s Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 5. N 0 200 km Collaboration was essential to the development and execution of the project. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 6. 01 Planning a nd C larification 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate July 2006 October 2006 March 2007 June 2007 The study was launched with stakeholder meetings which By far the biggest and most commiting The quantative phase Tackling how to use the sought to define in detail the key objectives, the work stage of research. The first field enabled the QFD approach results within each company programme and the approach. research trip validated the key contacts to create the ranke technical is something that we will and assumptions whilst enabling requirements. have to work at. Initial research laid the ground work for the initial field effective planning for the second visit. research enabling the team to isolate key knowledge Environmental assessments holders, understand the market, the competing products Final research work locked in the key and supply chain and the identify who the key consumers were. regions. investigations were done in this phase. The second visit was the result of a significant amount of planning and Final documentation and produced a wide range of qualatative insights were a significant information. It solidified the customer component of this phase. requirements which formed the basis of the quantative phase. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 7. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Scope was always going to be a key factor. • The product was defined as ‘Exterior Fascia, Trim and Cladding’ with other product opportunities to be flagged if prominent. • Geography was defined early as a key factor, this was something that was to play a key role throughout the project. Team discussed mechanisms of dealing with this. • A range of approaches to the field research were discussed and evaluated for both efficacy and feasibility. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 8. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate The initial investigation was broken into three key areas. • The Context • The Product • The Consumer Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 9. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 10. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 11. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 12. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Defining the customer & user groups Provided a critical summary of the key groups we needed to target within the US market. This includes both users and specifiers of the product. New Construction Production Builders Builders New Custom Builders An important grouping for our Construction products. & Remodelling Semi-Custom Builders Primary Sub Contractors User Architects Groups Specifiers Technical Specifiers End Consumers Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 13. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Defining the key regions There are distinct regions within the US which are made up of multiple states. These formed a key reference throughout the study. WA NH VT MA This map became a repository for information. MT ND ME OR MN RI South ID South Atlantic SD WI NY East South Central WY MI CT West South Central NE IA PA NJ NV OH Midwest UT IL IN East North Central CA CO WV V DE West North Central KS MO VA Northeast KY MD New England TN NC AZ OK DC Middle Atlantic NM AR SC West Pacific MS AL GA Mountain TX LA FL Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 14. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Data Driven Geographic Maps (32 variant data sets ~ referenced) NH Geo Bibliography WA VT ME MA Project: Compass Document #: 1406-02-000 MT ND Subject: Regional Definition Client: 1406 Source: Karoline Jonsson Client Manager: John Gifford Reviewed By: Timothy Allan Date:24/10/2006 11:47:00 a.m. OR MN RI Revision date: 24/10/2006 1:51:00 p.m. Revision: 1 ID Housing SD WI NY Total New Home Construction by Region 2005 US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06. http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf WY MI CT IA Growth in One-Family House Starts 1995-2005 US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06. http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf NE PA NJ Average Home Price per Region – Move Up Homes NV IN OH ‘Staying competitive in today’s home building industry – US homebuilder survey’, Deloitte and McGraw Hill Construction, 2006 http://www.construction.com/AboutUs/2006/HombuildersSurvey.pdf Average Home Price per Region – Luxury Homes UT IL ‘Staying competitive in today’s home building industry – US homebuilder survey’, Deloitte and McGraw Hill Construction, 2006 http://www.construction.com/AboutUs/2006/HombuildersSurvey.pdf CA CO WV V DE Household Expenditures for Residential Improvement 2000-2005 US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005 KS MO VA http://www.census.gov/const/C50/table_s3.pdf Growth in Household Expenditures for Residential Improvement 2000-2005 US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005 KY MD http://www.census.gov/const/C50/table_s3.pdf High NC People AZ OK TN DC Population Growth 2000-2005 US Census 760 NM AR http://www.npg.org/yearmap.html Average Annual Migration Rate 2000-2004 SC US Census, ‘Domestic Net Migration in the United States: 2000 to 2004’, Issued April 2006 MS AL http://www.census.gov/prod/2006pubs/p25-1135.pdf#search=%22net%20migration%20US%22 Average Median Household Income per State 2005 US Census, ‘Income 2005: Two-year-average median household income by state: 2003-2005” http://www.census.gov/hhes/www/income/income05/statemhi2.html 437 GA Change in Median Household Income per State 2005 US Census, ‘Income 2005: Two-year-average median household income by state: 2003-2005” TX http://www.census.gov/hhes/www/income/income05/statemhi2.html Green Building Support for ‘Green Building’ 307 LA SM, Sabrina Morelli, The Green Building Council, 20/09/06 Wood FL Preference for Wood as the primary choice of Exterior Cladding 2005 US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06. 132 http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf Hot Spots Low (thousands of units) Local Chapters of the US Green Building Council The Green Building Council http://www.usgbc.org/DisplayPage.aspx?CategoryID=24 Leading cities with city-owned LEED projects and buildings Buildings Magazine Areas with the largest Rate of Immigration 2004 US Census, ‘Domestic Net Migration in the United States: 2000 to 2004’, Issued April 2006 http://www.census.gov/prod/2006pubs/p25-1135.pdf#search=%22net%20migration%20US%22 Total New Home Construction by Region 2005 Identified Hot Spots of the Urban Market The diagram is illustrating number of single-family homes constructed and completed during 2005. Orange The National Association of Home Builders http://www.nahb.org/news_details.aspx?newsID=2704&print=true areas are indicating high development levels. Single-Family House Permits 2005 - Top 10 Metropolitan Areas US Census http://www.census.gov/const/www/C40/table3.html Multi-Family House Permits 2005 - Top 10 Metropolitan Areas Source: US Census 2005 US Census http://www.census.gov/const/www/C40/table3.html Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 15. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate All data layers combined Selected Region 1 Seattle WA to create a visual view of statistics. Enabled regional Tacoma Spokane Yakima Portland selection to be effective. Salem The Northeast, Midwest and Northwest all have a traditionally OR Eugene strong preference for the appearance ID Key Hotspots Important Not important of timber. These markets are now Pacific dominated by vinyl and fibre cement which both imitate the natural Redding appearance of timber. Mountain W WA West North Central NH San Francisco Sacramento NV The Northwest (Pacific) is considered a VT M Stockton U good target due to demographic and income factors in combination with the MT ND ME CA San Jose existing wood use and traditional style. East North Central There is also a strong preference for O OR MN MN RI natural building materials. I ID N w England New Eng SD WI NY Y W WY MI CT Whilst the Northeast does NE IA PA A NJ not score highly in wood preference, the strong NV IN OH The West and the South regions tradition and the highly are not only strong in new U UT IL N M Middle Atlantic valued appearance of wood construction, but are also CA CO O WV V MDE MD should be considered. The leading the remodelling market. KS MO VA widespread use of vinyl Pacific KY Y siding proves that the ‘wood-style’ appearance is TN NC C E East South Ce Central entra still preferred. AZ Z OK DC N NM AR SC Stucco completely MS AL G GA dominates the South Atlantic Selected NH Southwestern regions, TX VT Region 2 with a market share of over 60%. LA ME West South Central FL FL Manchester NY Rochester Boston Green building is driven from the Buffalo Providence Waterbury West, and is now emerging in the The Northeast has some of Oyster Bay Northeast, so there is the ability to New York leverage off this in these markets. the highest income levels in PA Allentown Pittsburgh Philadelphia the US, as well as the Areas like the coastal Southwestern and highest average home prices. The move-up and luxury OH Washington DC Southern regions have seen a very strong markets are thriving. WV growth, but are considered as less VARichmond News Newport important due to the lack of any existing wood market or demand for wood as an Virginia Beach MD exterior product. NC DC Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 16. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate From NZ to the US A journey to understand the US market and its consumers. Initial Research Trip In-depth Research Trip On-line Survey Scoping trip to investigate the situation. e Customer Workshops with 48 Questionnaire with 350 Respondents and define the regions. participants in two key regions. from selected Regions • Establish contacts • Qualitative information • Quantitative • Framework for main • Defined customer requirements • Defined importance (rating) research trip of Customer requirements • On-site interviews (Site visits) from workshops. • Practical take on the context Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 17. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Initial Research Trip NAHB, Oregon State University Research This trip sought to meet with key groups that could assit with the research and give us a clearer insight into the US market. Merchants & Distributors Suppliers Retail Targeting Trade the right Production Builders information Custom Builders Architects/Specifiers Environmental US Green Building Council Regulatory International Code Council Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 18. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate An Industry Insight Visits to the supply chain and key knowledge holders was supplemented with visits to large scale developments. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 19. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Research Preparation A significant amount of work was done after the first research trip and ahead of the second research trip to finalise the selection of the key areas and to set up the customer workshops. A critical aspect orkshops. was defining a structure for the customer workshops. er te rgy Was Ene cy uct ien Pro d io n Effic os al Info rmat Disp ts ility e men ts lIn St ore e pea Display anc nab Valu men urb Ap Appearse ust ai Lo w ce uire S ale tena n Qua lity Res Req uire C e Main ling Was te Req Clos Hou l er's Up- tyle of ood enta mer vice ode S er ronm % Rem Lifn s to m to n Envi pa ct S rh oe Cus araof nce Im ycla ble O pti Cus Fits eighbo tatuts Rec Theodeling N S isem en f ance e Ea ty o e tion App Installatio Fits esireAd s dvert orm se ibili Pe rf Poss r C h a n g o va ale Rem o n s D n e of u Ren Res Fits r Optio Eas tion C o lo O pti olou ptions e Fits ood e V alu s& sa l lla ite Us da rd D ispo C Insta rh Stan plia nce hb o Term n t f ty o e O ns et n t of Stylee OptioInternmise nge g neig e C om ibili C o s s' Re s ista Poss r C h a n g Valu S afet % y/ ns Insto ha of ale ct io ble atio n Ea se ance nten ptio p Res Sha y to Cu tyle C hange y u Pro te ycla form 'Part ality ra nt C o lo c nO War Qu Re Mai ilit S y of olour C t bilit y Co s anc e of uct D esig ionsb at A ilit Dura fo rt ity ssib y of C e & Wea f Prod tion / orm ther tion tific sibil s t o otec Co m ility Pre e Perf Po C er e ifica n Stab y Po s C h a n g C oWind s' Spec rmatio ibilit nanc Pr ce t of h as bilit aran s Info App e C o s tion Purc Dura S ty le ns 'Part of Ea se tio n Pos ainte on o va ptio Low ce span M ti & Low Reduc tion O Life va Ren an Re no on m rie s nten ri ity n llatiT sitio Mai tabil d fo r e ula on Insta Access o mpo tion Nois al Ins ation on / g S Nee tion?Options ate ofin nce llati DecoTst Protec ov Protecti C lim aphy e of im e eara Insta e rpro e c s A pp ova C olour rm The of Ren gr Wa te ti Eas G eo bility n s pa Pe th nce atio n Re n orttet & ind Suita Tim ired Aes of Life f Pr an e Eas er & W n eara nov e oduc d es Eas tion t of Com gusupport A p p Re e Fits tu s al Nois ion C os hip ar lla Appe t of th o rs u Wea rotecti ct Owne Insta urb Re du eal n s ta eal C o s tion C App s pa App tP Life Clos e le tion ofin g o va n Pes afety Profi s stalla Ren ctio ty Up- rance Sa fe lity rpro s up rote ns Q ua Wa te ptio Fire S o n In o s t Fire nty e O f a f 'Hold me' style o Appe /P Styl ' O pti C se o n ra r ti Fits for r Ea tio ility ety War pan Saf mal ove seNeed on? lity the lose rdab o va rship Ther tio n on on W e a ane ) Up-C ance Affo Hou llati Ren ife s f Owne la llati Insu ti ar ti ova Versa Appe rric Insta s t e Re n Insta e (Hu ction r L Valu to O ve ace Co Tim Prote s Up ble Cos ability tion Hold / Re lia Fits ood ns Surf n s ptio e anc e O rma e rh Shap Tim e r d e O pti o neig hb o le hing rgy Valu Affo Valu Compli / Info ity Profi s Finis ds Ene cy e Va lu al e of ale of n sitio Res ards & ication uitabil sa le os Styl Ea se tio n Disp f on nee ien Re m po of l o Fits use va ityLeve ation O pti Effic Re no if S tand t Spec raphy Ho DecoTim e sibil n g e very S f Po s C h astomiz & Deli e able uc og el o Prod te / Ge able ty to Trim rie s D ur le Cu Abili mise Lev ation S ty Tim ite Reli to o a e/ C us miz ace Ac ce ss Term n t nce Clim ty usto Surf n s ting ista Fits od rma r Tim C Re s erfo uali p Ove ho o Pain ed? hbor O pti uir Ne ig P Q sU atili ty Re q nce anty Vers ting nts orma ents 06 Hold le on Warr eme Perf406 llati ty of Pain ed? ab irem ject: 149/06 ibili e Dur of Insta nance Poss C ha ng uir ir equ equ Re q :1ct 6 Styl e Proje 4/09/0 te er Rork er R Pro e Eas of Main ation rt ire d /0 l very : 04 ppo D es :0 Deli e tom tomramework Fits atus v e Date Lo w ce Date ase f Reno te & su Clos Cus ct Frame n Cus duct F on St t w E hing Up- rance im Ti Co s tena n eo ran ct e le: du itle: Eas c t g u a l Impa of Finis ds ea Tit sso ape Main e Valu T ty e ss ap : Pro Pro ibili App Jon dsc Possr C ha ng ct: Jon dsc e u nee the r ct e u p Subje Karolin t: A 4 La n ubje lin e Lan vic P r o d onmen ta Ser ou W e a ane ) Ka ro A4 C ol S rric lds 'Hoe me' Author: t Forma or: at: ir (Hu ction e th r ti m en th e Auth ent Form Env sal of Prote givove give m o s Disp cation lay ty ocu Docu style rrans to D s to rie a go orie Fits use W cate cate g it y tifi Cer re Dis t p Ho into into abil t: ements ired st : e m e n ts tain to In S tiseme mation n n Lis requirur . d es n Lis r quirure. Sus r Actiop these struct Fits tu s Actiop these s ruct tion dve t Infor re re s ta a A uro e m uro e st m form rne 1. G bles so 1. G bles so t In Inte duc a a nts. vari nts. vari e me r e me r Pro quir e quir e er re stom er re stom stom the cu stom the cu f cu r f cu r up o basis fork up o basis fork : gro : gro e wo e wo otesstructurmulateuct fram otesstructurmulateuct fram red the red the yN n Kehis is anuu d torfo e prod yN n Kehis is anuu d torfo e prod se th se th 1. T will be list fo 1. T will be list fo at me nts Th ire at me nts Th ire u u re q re q Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 20. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate End Consumer Requirements Product Appearance Options Comfort Safety Value Performance Service Sustainability Information C urb Appeal Low Weather & Standards & Ease of Environmental In Store C olour Options Warranty Maintenance Wind Protection C ompliance Installation Impact Display Up-C lose Noise Product Ease of Appearance Style Options Pest Protection Life span Specification / Disposal Advertisement Reduction Maintenance Information Workshop Categories Fits Style of Thermal C ost of C limate / Ease of Internet Shape Options Fire Safety C ertifications house Insulation Ownership Geography Renovation Information Suitability Product Fits Ability to Ease of Affordability guarantee neighborhood customise Renovation Quality & support Fits desired Possibility of Resale Value Holds Up Over Appearance status Style C hange Time / Reliable Possibility of C olour C hange Durable Value User Requirements Performance On-Site Product Performance Handling Flexibility Value Service Sustainability Documentation Durable Ease of Handling System C ompatibility Product Offer On demand delivery Use of C hemicals C ertification / Accreditation Service Weather & Workability of Product Environmental Standards & Product Range Initial C ost Wind Tested material Support Impact C ompliance Environmental C ompatibility Margin on Waste Quality Product Weight with other Training C atalogues product Management products 'Green' Skill required Lead time on Manuals C ertifications & to install purchase C ompliance Speed of Warranty Installation Ease of storage Disposal Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 21. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Customer Workshops These interactive discussions were structured discussions with a mix of builders, contractors, specifiers & end consumers. There were 4 customer workshops, 2 in each region (Portland and Baltimore) with 48 participants in all. A special set of customer cards were used to make the sessions more interactive and enable us to log ideas in addition to transcripts. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 22. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Transcription summary – Rockville 041206 A Outcomes Recording #: Group A Workshop Code: 1406-03-0412A Location: Rockville, MD Source: Berit Land Nielsen Workshop date: 04/12/06 Transcription date: 14/12/06 • Coordinated with Jane Nolan an NAHB contact (External Appearance “Consumers think of appearance/design in relation to future selling of the house”. (man) contractor and a market research firm MDBC) “The market determines the appearance of houses”. (man) “You don’t change the entire style of the house” (man) “Variety of accessories is important, i.e. trim piece”. (man) “There has to be harmony” (man) • Used established focus group facilities in both regions that “Pre-finished can compromise with the aesthetics” (i.e. painting) (man) “DIY can compromise the investment” (i.e. buying good material but save money by installing it yourself and don’t do it properly) (man) are professionally staffed Value “Always ask how long the house owners plan on staying in the house. If its only 3-5 years there’s no guarantee that they get their investment back as increased value of the house – that depends on the market”. (man) “Got to make a determination of what the customers perceive as valuable, what are their • 1500 Customer cards with key requirements expectations?” (man) “Many people just choose the standards because they haven’t looked into other available prod- ucts. They simply lack knowledge of the product”. “It is expensive to bring a product to the market”. (man) • Four full session recordings that were transcribed “There is a value that relates to the architectural structure” (man). “The product line is broad enough so it can serve several markets” (woman) “The consumer knowledge of the price of the competing products” (man) “Value for the consumer is always related to something else” (other than price, i.e., the appear- ance of the house) (woman) Willing to pay much for the siding, because it’s a major component of the house (woman) “You’re not going to put on a good looking material that’s going to fail” (man) Performance “Information on durability of the product in different environments would be crucial” (man) “Best kind of testing is to see something that works, rather than read about it” (man) “Hurricane issues in certain areas, that has to be addressed” (man) Service “Minimize any ongoing service or long term service meaning fewer people involved in service. No call-backs make people happy”. (Sub-contractor) “Product information and records of success for credibility” (Subcontractor) “Easy to access information on the available products and someone with the experience to do the work. Knowledge about products, prices (consumer) Warranty: “The specific area in the northeast is very humid and tough on the wood products, so they don’t last as long as in, e.g., the Midwest” (man) “Provide a maintenance plan for the consumer” (woman, consumer) “The product should be easy to maintain but without compromising aesthetics” (man) “The internet provides lots of information on products but is often missing application guides” (man) “Important to have a “live” person who can respond quickly to questions” (man) Environmental “Being green – too expensive, so the market is small” (woman) “The masses and the builders look at the price before looking at the environmental aspect – they still have to sell houses” (man) “Should be more important but in reality, it is of minor concern” (man) “Important with PR about environmentally friendly products – example about a billion dollar sustainable building project in New York with the highest possible LEEDS score. The massive PR led the firm to make all their projects sustainable” (man) Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 23. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 24. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Structured Site Visits • New Construction • Remodelling • Large Production Developments • Smaller Custom Builders • Insight into preferred home styles • Builder/contractor preferences Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 25. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate On-line Survey Target: Builders, Contractors, Specifiers & End-Consumers Target Regions: North West/North East 250-500 respondents Ranked all finalised customer requirements from 1-5 On-line survey conducted by NAHB and instructed in by research team. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 26. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate WEATHER RESISTANCE Dimensional Stability mm/% varying degrees of temperature, moisture, pressure, x x or other stress. Coat functionality/Durability (Yrs) Yrs Depends on which system we use or whether we use Technical Requirements Decay - ASTM log type scale (1 to 10) ASTM (1-10) x x Stain or Pigment finish. Bernard Dawson to define this. (ASTM D2017-05 x x Standard Test Method of Accelerated Laboratory Test The technical requirements were established through of Natural Decay Resistance of Woods) Tolerance over Life (Movt in mm) mm x x Need to define current level, as yet undefined. internal team meetings. The companies drive this aspect Property Loss TBA x x Unit of measure undefined currently and it represents the measurable factors that relate to the UV Resistance TBA x x degradation from UV exposure product. x Resistance to water penetration under driving rain and Weather Tightness TBA deluge conditions. Wind Resistance TBA x We do not currently have a measure of this, and x x Weather Resistance TBA recommend further work to create one. Mould/Fungal Resistance TBA x x Could be covered by the perm rating Wind/Hurricane Grade 1-5 x MECHANICAL Compressive x x Maximum compression stress before failure Tensile x x Maximum tensile stress before failure Shear x x Maximum shear stress before failiure Out of Plane Load TBA x x Impact Resistance (Drop test) N Protects from damage, but leave as is, need to x x benchmark current product Product Weight Kg/p/m2 Currently very good, and would not matter if product x x improvement resulted in minor increase Resilience MOE/MOR The maximum energy per volume that can be x x elastically stored in a material. [Ur] Shear Load SCT x x Bearing Load(Vertical) KG/p/m2 x x Property Loss %/Yrs x x Loss of mechanichal properties over time, or due to Movement of Board mm/Yrs x x Wind Uplift TBA x Nail Holding Power TBA x x ASTM: D4688-99 Standard Test Method for Evaluating x x Strength in Joints ASTM: D4688-99 Structural Adhesives for Finger Jointing Lumber The effectiveness of a vapor barrier is measured by its perm rating, which is the ratio of porosity of material x x to passage of water vapor. >/= 1perm, good vapour Perm Rating 0-1 g/h.m2 barrier. Unit g/h.m2. Test: ASTM E96 CHEMICAL & COMPOSITION Moisture Conductivity Diffusion Rate x x Moisture Content gmH20/p/100gm Wood Standard NZS3617 Specifies No less than 14% and no x x more that 18% LOSP Active x x Retained Solvent Level x x Fire Resistance D2898-94(2004) Standard Test Methods for Accelerated Weathering of Fire-Retardant-Treated x x Wood for Fire Testing D1360 98 Standard Test Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 27. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Weather Resistance Life Span 1995-2005 Mechanical Chemical & Composition Preservatives Cost Installation Use & Estimated Cost of Ownership Decay - ASTM log type scale Installation Time (Hrs/p/M2) Total cost of Maintenance Allowable installation time End Consumer Weighting Mould/Fungal Resistance Pest/Termite Resistance Professional Weighting Installation Cost (Total) Initial distortion - crook Retained Solvent Level Initial Distortion - twist Wind/Hurricane Grade Moisture Conductivity Initial distortion - bow Combined Weighting Initial distortion - cup Seasonal movement Coat Durability (Yrs) Nail Holding Power Weather Tightness Strength in Joints Moisture Content Active ingredient Product Weight Fire Resistance UV Resistance Water Uptake Material Cost Resilience Total Cost Natural looking 3.99 3.99 3.99 0 0 0 0 0 0 3 9 0 9 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 Solid looking material 4.30 4.27 4.29 0 0 0 0 0 0 0 0 0 0 0 1 9 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Appearance Design Flexibility 3.80 3.97 3.85 0 0 0 0 3 3 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 1 3 3 0 0 3 0 0 Curb Appeal 4.12 4.43 4.22 9 9 9 9 0 0 9 9 9 3 0 9 0 0 0 3 3 3 0 0 0 0 0 0 0 0 0 3 0 3 Colour Options 4.23 3.88 4.11 3 3 3 3 3 0 9 0 3 9 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 3 3 0 0 3 Design/Style Options 4.14 4.08 4.12 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 1 0 0 3 0 0 High Quality Finish 4.38 4.41 4.39 3 3 3 3 0 0 9 3 9 1 0 3 0 0 0 3 3 9 3 0 0 0 3 0 1 1 0 0 0 3 Cost effectiveness 4.51 4.39 4.47 0 0 0 0 0 0 3 3 1 3 1 1 0 1 0 0 0 0 0 0 0 0 9 9 9 9 9 9 3 9 Competitive cost 4.26 4.24 4.25 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 9 9 3 3 9 0 3 Warranty 4.40 4.27 4.36 9 9 9 9 9 3 9 9 3 9 0 0 0 0 0 0 0 3 9 0 0 0 0 0 0 0 0 0 0 3 Value Quality 4.74 4.53 4.67 3 3 3 3 9 0 9 0 0 3 0 0 1 1 0 0 0 0 0 0 0 0 3 0 3 0 0 0 0 9 Perception of value 4.11 4.33 4.18 1 1 1 1 0 0 1 0 0 1 0 0 3 0 0 0 0 0 0 0 0 0 9 9 9 9 9 1 0 9 Reliability 4.67 4.55 4.63 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 Longevity 4.71 4.44 4.63 0 0 0 0 3 1 9 9 0 9 3 3 0 9 0 0 0 0 9 0 0 0 0 0 0 1 3 0 0 9 Weather tightness 4.77 4.63 4.72 1 1 1 1 9 0 0 0 3 0 1 1 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 1 Climate tolerance 4.55 4.27 4.46 0 0 0 0 9 9 9 0 9 3 0 0 0 0 0 9 9 9 3 0 0 0 0 0 0 0 0 0 0 1 Decay resistance Performance 4.68 4.38 4.58 0 0 0 0 9 0 3 9 0 0 0 0 0 0 0 9 9 1 0 0 0 0 0 0 0 0 0 0 0 1 Durability 4.74 4.49 4.66 3 3 3 3 9 0 9 9 3 3 1 3 0 3 0 3 3 3 9 0 0 9 0 0 0 0 0 0 0 9 Stability 4.58 4.38 4.52 9 9 9 9 0 0 0 0 9 1 1 1 3 0 0 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 Paintable/holds paint 3.91 4.16 3.99 0 0 0 0 0 0 0 0 3 0 0 1 3 0 9 0 0 0 0 0 0 9 0 0 0 0 0 3 0 0 Low maintenece 4.58 4.26 4.48 9 9 9 9 0 0 9 3 9 9 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 9 3 0 0 0 Ease of installation 4.11 4.20 4.14 0 0 0 0 0 0 0 0 0 0 0 0 9 3 0 0 0 0 0 0 0 0 0 9 3 0 0 9 0 0 Ease of on-site handling 4.01 4.12 4.04 0 0 0 0 0 0 3 0 0 0 0 0 9 9 0 0 0 0 0 0 0 0 0 9 3 0 0 9 0 0 Low level of toxicity 4.38 3.94 4.24 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 9 0 0 0 0 0 0 0 0 Environmental Sustainable resources 3.94 3.64 3.84 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Energy efficency 4.62 4.11 4.45 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Waste reduction 3.96 3.92 3.95 0 0 0 0 0 0 3 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 3 0 9 0 0 0 0 Safe for workers/owners 4.42 4.26 4.37 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 Certifications & Accreditations 3.92 3.62 3.82 0 0 0 0 9 9 0 0 0 0 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Technical Prioroties 50 50 50 50 72 25 97 63 73 66 16 32 46 30 9 39 39 32 33 0 3 37 34 54 41 44 30 49 3 3.78% 3.78% 3.78% 3.78% 5.44% 7.33% 4.76% 5.52% 4.99% 1.21% 2.42% 3.48% 2.27% 0.68% 2.95% 2.95% 2.42% 2.49% 0.00% 2.80% 2.57% 4.08% 3.10% 3.33% 2.27% 3.70% 0.23% 5 Weighted - End Consumer 222 222 222 222 325 106 432 280 324 290 68 136 194 130 35 178 178 143 152 0 13 161 147 225 174 189 131 204 14 3.84% 3.84% 3.84% 3.84% 5.60% 1.82% 7.45% 4.84% 5.59% 5.00% 1.17% 2.35% 3.35% 2.25% 0.61% 3.08% 3.08% 2.46% 2.61% 0.00% 0.23% 2.78% 2.54% 3.88% 3.01% 3.26% 2.26% 3.52% 0.23% 5 Weighted - Professional 217 217 217 217 308 100 417 273 317 279 64 134 195 128 37 171 171 139 145 0 12 156 147 227 176 185 129 207 13 3.84% 3.84% 3.84% 3.84% 5.46% 1.77% 7.39% 4.84% 5.62% 4.94% 1.13% 2.38% 3.45% 2.27% 0.66% 3.03% 3.03% 2.46% 2.56% 0.00% 0.21% 2.75% 2.61% 4.03% 3.11% 3.28% 2.28% 3.66% 0.23% 5 Weighted - Combined 221 221 221 221 319 104 427 278 322 286 67 135 194 130 36 176 176 141 149 0 13 159 147 226 175 188 130 205 13 3.84% 3.84% 3.84% 3.84% 5.55% 1.81% 7.43% 4.84% 5.60% 4.98% 1.16% 2.36% 3.38% 2.26% 0.62% 3.06% 3.06% 2.46% 2.60% 0.00% 0.22% 2.77% 2.56% 3.92% 3.04% 3.27% 2.27% 3.56% 0.23% 5 Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 28. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Challenges for timber products • Durability & maintenance • The ‘poor perception’ of timber and the sustained loss of market share Regional opportunities • Opportunity in products that respond directly to regional demands • Regional variation create opportunity for a diverse range of products Design flexibility • Timber products are compatible with a range of other claddings (brick work, shingles and stucco) • Suitable for new and renovation markets (renovation markets more robust) • Popular home styles, such as the craftsman, create opportunities for a timber products Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 29. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Sustainable opportunities • Exploit the benefits of “green products” (low embodied energy, low net carbon) • Addressing the key environmental impacts of exterior timber products is critical to enabling the green benefits of timber to be effectively marketed. Trim & Facsia • Timber has had a stronghold here but is losing ground to new materials. Market sector • Target custom home builders in the upper end of market. • Timber is a high-value product that can offer superior appearance, and should be marketed as such. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 30. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate What drives & motivates the users? • A focus on function Networking Groups • Pragmatism i.e. Builder’s Top 20 groups or other networking forums • Crucial to establish credibility De t ai lity ls ea Word-of-Mouth R Trade Shows Builder Major venue for product Recommendations from Contractor and material trends. Key Requirements colleagues, contractors etc Specifier i.e. NAHB International Builders Show c ati Co • Reliability & durability of product a gm st Pr • Availability of product Easy way to stay on top of new materials and trends • Handling on-site, easy to install Internet & Trade Magazines • ‘Business friendly product’ Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 31. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate What drives & motivates the end consumers? • Feelings & emotions • Perceptions TV Shows & Trend Magazines • Tradition & Heritage DIY & home remodelling shows are more popular than ever • Perceived value s Ne ed tion s ep rc Pe The building industry The consumer is much more Industry Internet Trends directs the customer’s educated and will source End Key Requirements specific information through the internet Consumer choices, in the same way as the customer influences the industry s Va • Longevity ion lue ot Em • Low maintenance Tradition & heritage are playing a large part in product selection • Value for money Tradition & Heritage • Reliability, trust & guarantees • Health & environmental concern Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 32. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate The final result • Product framework - a robust executive report that can be read by anyone within the company and understand it. Bringing the market closer to company staff. • Main Report - an in depth and full text referenced formal report. For those that want extra information and detail. • DVD - including raw data files, enabling different summaries to be created. • This enables the uptake within each company Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 33. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Conclusions • The project structure yielded insights into the market and related it effectively to product. • It created a valuable resource that will enable more targeted product development with customer focus • The field research is a critical element to reflect back assumptions and enable them to be tested. • The definition of target regions was important to the projects success. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 34. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Conclusions • Preparation was key to ensure that the costly aspect of the field research was affected well. • There are a wide range of aspects unable to be shown here but that are critical to forming the whole picture. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
  • 35. 01 Planning and Clarificatio n 02 Research 01.1 01.2 02.1 02.2 02.3 Research Definition Initial Research Field Research Product Research Communicate Special Thanks to: • FIDA - this enabled the compass project to occur. • Tenon - for their efforts in project direction and for the invaluable assistance of their US based staff. • Panpac - for being a key part in the project instigation, direction and customer workshops. This project methodology was based on the Sustainable Framwork which was jointly developed by Locus Research and Scion. Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products

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