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.

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Compass A Design Research Project

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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