1. Background Purpose
Objectives
To Confirm the positive focus group response to a re-merchandising strategy involving a
work wear/active wear concept.
To determine that the proposed slogans retain the past brand value of Home Hardware
and that the new merchandising direction will be seen as a valuable addition to the
1000+ store chain.
To determine the most desirable slogan.
To determine if the Home Hardware name is somehow dated, and if further rebranding
Respond to the recent exploratory
research conducted by Home Hardware.
Separate the company from its closest
competitors through strategic mapping
Refresh branding to re-align with
current customer ideals
Home Hardware Values:
Independence
Community Connection
Exploratory research to date:
Merchandising and corporate slogan
Research design must reflect that Home
Hardware is a nationwide company that
serves Canadians from both main language
groups.

2. Research Design
Deliverables
Initial client meetings: Planning and preliminary survey
development
Client review of online survey
Present data and analysis to Home Hardware – End of Week 5
Response to remerchandising, logo, and other branding
Individual reports of each focus group – June 24
Final report
Has the initial exploratory research been confirmed?
Recommendations for the future – based on data

3. Timeline
Budget
Description Cost
Phase 1: Online Survey
Questionnaire Development $2000
Sample management and software licensing $1444
Programming, data processing and coding $4671*
Incentives $1000
Phase 2: Focus groups throughout Canada
Recruited personnel for each focus group 10
Participants involved in focus groups 8
Focus group 1 in Toronto $5000
Focus group 2 in Vancouver $5000
Focus group 3 in Montreal
(Francophone moderator costs included)
$6500
Data analysis $750
Administrative Costs $16, 500

4. Your Team
Senior Research Analyst
Data Analysis and IT
Research Accounts
Manager
Budgeting and
resource allocation
Senior Project Manager
Primary liaison and
project co-ordinator
Senior Research
Analyst
Methodology and
Design
Andrew
McCullough
Nirav Javiya
Lynn Zeng Jessica Barnett
Prestige Worldwide is a major research firm with offices in major
cities across Canada and the United States.
Our large team of researchers is characterised by passion,
creativity, and professionalism.
Our mission is to provide the highest quality of research services
that meet our clients highest expectations.