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Full-service, custom research with actionable insights. Serving the construction, hardware, home improvement and lawn & garden industries for 25 years.
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Each of these services include multiple phases:
We conduct custom research projects among a wide spectrum of home improvement and building material consumers. By working closely with our clients we target the most applicable consumer segment based on the project objectives.
Please contact us for additional information on how we can help you better understand your consumers.Examples of output you will receive with Usage/Attitude Research:
Please contact us for additional information on our approach to quantify the market for your product category(s).
Below is an example of one of many market and channel maps The Farnsworth Group provides its clients requesting Market Size/Channel Research.
Through a combination of qualitative and quantitative research methodologies, The Farnsworth Group will identify your organizations' market opportunities. The result insight to the highest potential category opportunity. Please contact us for additional information on how we can help you uncover opportunities utilizing your brand.
Brand Image Positioning Research helps clients better understand attributes that are necessities, their competitive standing and consumer perceptions of their brand.
The Farnsworth Group will profile the market to identify opportunities, allowing executives to make key decisions on the best implementation plan. To create such plans, The Farnsworth Group utilizes several methods such as Best In Class Analysis, Stated vs. Derived Analysis and Market Matching Analysis.
For additional information on our approach and research techniques please contact us.
Whether it's a magazine advertisement, product package or marketing concept, The Farnsworth Group works with building material manufacturers to identify:
Communication Effectiveness Research can be conducted through qualitative and quantitative feedback. Once the right data is collected, our team of analysts, project managers and Sr. Partners will provide the insight and answers you need to make the best tactical decision when communicating to your customers. Please contact us for additional information on our approach to help your organization understand the best communications tactics.
The Farnsworth Group's approach to improving channel satisfaction goes beyond traditional research and focuses on the creation of actionable programs that affect a manufacturer's position within the channel. It is not enough to simply understand what channel partners want. A truly effective program isolates opportunities based on latent needs, current gaps in performance, developing trends, and more.
As a first step to The Farnsworth Group's process, current channel partners and target channel partners are identified. Research is conducted to develop a clear picture of how the channels select vendors and the ongoing program requirements (service, marketing, sales, logistical, etc.) needed to service the account. These issues are prioritized to develop a clear understanding of the attributes that influence supplier selection. Simultaneously, information is developed to determine how suppliers are currently meeting the needs of the channel.
The information collected is analyzed to develop opportunities that will impact performance. Through market matching analysis, gap analysis and understanding latent attributes and needs, programs are developed to improve performance. Please contact us for additional information on how we can support you when working with various channel partners. Key outputs of this process are as follows:
Each of these services include multiple phases:
We conduct custom research projects among a wide spectrum of home improvement and building material consumers. Working closely with our clients, we target the most applicable consumer segment based on the project objectives.
Area Analysis provides a complete analysis of the consumer demand and supply dynamics of a trading area, including: demographics, consumer market potential, competitive audits and future sales scenarios.
New Store/Outlet Feasibility Study examines the potential for a new store/outlet at a designated site(s) within a specific trade area. It includes survey research, (consumer, pro or both) to understand customer attitudes and shopping behavior. It also includes site area and site specific evaluations, as well as all the components of a Trade Area Analysis.
A Store/Outlet Relocation Study assesses the opportunities associated with relocating a store/outlet. It can include evaluations of single or multiple site locations. It can include all the components of a New Store Feasibility Study or the Trade Area Analysis.
Site Evaluations provide a professional, unbiased assessment of sites under consideration for new or relocated operations. Sites are evaluated for their relative worth as a hardware or home improvement building supply products location.
A Store/Showroom/Facilities Expansion Study assesses the opportunities associated with expanding operations in a specific trade area. It can include survey research, demographics analysis and market potential development, site evaluations, sales performance analysis, and more.
A Market Geography Expansion Study provides an evaluation of specified geography in order to identify individual trading areas and gauge/compare their potential viability. A Market Expansion Study can incorporate a number of market research disciplines depending on the level of sophistication required needed.
These are common questions many retailers and dealers have, and The Farnsworth Group has been capturing data to provide clients with answers for over 20 years. Let us help you define the methodology and audience to provide you with insight to improve your performance when it comes to your customer's experience. Several aspects to take in to account include:
If you would like information that can help your organization exceed your customer's expectations please contact us.
Customer Satisfaction Research allows companies to monitor how well they are delivering satisfaction to their customers. Conducted routinely, this study can measure customer satisfaction improvement or declines as well as provide feedback on tactical customer initiatives.
Competitive Audits provide detailed, professional evaluations of competitors' strengths and weaknesses, including: merchandise assortment, merchandising, site location, facilities, size, signage, layout, customer service, etc. This research involves various types of analysis and will incorporate data from on-site visits.
Sales Performance Analysis provides an objective, third party analysis of sales trends with insights and comparisons to current industry norms.
Product Assortment (Department/Category) Management offers a comprehensive approach to evaluating category opportunities. It involves in-aisle, department/ category specific customer feedback, customer shopping observation and sales and financial performance analysis.
Service Optimization provides a comprehensive analysis of the service needs of your customers and market. It allows for a better understanding of the service balance between self service and engaged service that is necessary to optimize your service offering. It also provides an assessment of how well one is meeting the service needs most important in the market, including: engagement, navigation, information and education.
Advertising Optimization provides an analysis of the advertising and communication structure of your market(s). It determines the level of advertising usage, the types of media used and the key "attention" factors for ads. It can explore the benefits of customer loyalty programs, special events and more. An evaluation of company advertising awareness and message recall is included.
Market (Brand) Image Analysis provides a snapshot of how your company is perceived in the marketplace. It establishes the most important image elements in the market. It identifies the strength components of your market image that can be leveraged and the weaknesses that need to be addressed.
To learn more about consulting services we can offer your organization please contact us.
Acquisition Due Diligence provides outside, market information based analysis of acquisition candidates and their markets for more informed evaluations and decisions. It safeguards against hidden market surprises.
Growth Strategy Development is a strategy development process that identifies growth alternatives and can single out an optimal growth strategy for your company. It involves exploring the competencies of your firm and the market opportunities your market(s) might provide. This custom/tailored project can include any number of market research methods. It is often used to validate growth strategy assumptions.
Customer Recovery investigates the causes for lost customers and identifies recovery strategy components.
Retail Consultation provides an executive briefing/individual consultation on industry conditions and significant trends and directional issues as they may impact the hardware, home improvement and building supply industry and retailing.
Facilities/Store Assessment is an on-site evaluation of your current operations by an industry professional. The evaluation critiques facilities conditions, merchandising, sales floor/showroom layout, signage, site conditions, yard format and conditions, etc.
Educational Seminars on timely industry topics or client specific issues can be provided to executive management, mid management, or other groups. The Farnsworth Group routinely conducts seminars for industry events and wholesalers markets.
Through our Partnership Programs, we will customize research programs based on your needs and requests. The Farnsworth Group from start to finish will execute these tailored programs. If you are looking for an outsource solution to your market research questions, we can help. Contact us to discuss your market questions and our research-based solutions.
Want to learn more about our data collection services, pricing and deliverables? Please contact us.
We can provide you with just a sample of our targeted contractors, and will program/host your survey online, provide real-time reporting, and field surveys within days. If needed, we can also perform basic data tabulations and analysis.
View demographics on some of our larger online panel segments:
Remodelers and General Contractors
Home Builders
To learn more about Specpan visit: Specpan.com
Through our call center we provide you with complete telephone fielding services. We can also provide sample, survey programming, data collection, analysis and data delivery. With an interviewer to supervisor ratio of 6:1, our call center interviewers are thoroughly trained and experienced in the building and home improvement industry. We understand how to get contractors to respond and when it's important to dig deeper on specific topics.
To learn more about Stone Research Services visit:
Many of our clients have internal research teams or utilize research vendors to execute data collection and analysis. The Farnsworth Group is then hired as a third party, unbiased industry expert to provide further analysis and insight to information your team has gathered. This consultative service can be structured on an hourly or daily rate plan.
You will have full access to our Sr. Partners and support staff that, combined, have over 100 years of construction and home improvement industry research experience. Whether it's data analysis, a formal report of our findings, or an in-person presentation of our recommendations, your firm will benefit from the insights of the industry's premier market research firm.
To learn more about our consultative services please contact us.
Whether you are a hardware retailer looking to grow or a building material manufacturer determining the best product, The Farnsworth Group will work with you to design the best custom research solution to identify your market opportunities among DIY consumers, Professional end-users or channel partners.
|Retail Clients (Partial List)
(Please contact us for a complete list of retail clients.)
|Ace Hardware Corporation
|All American Home Center
|Blain's Farm and Fleet
|Do-it Best Corp.
|Jerry's Home Improvement Centers
|Rocky's Ace Hardware
|Sullivan Hardware
|Target Corporation
|White's Ace Hardware
|Manufacturers (Partial List)
(Please contact us for a complete list of manufacturers.)
|Anderson Window
|Behr Process Company
|Delta Faucet Company
|Elmer's Products, Inc.
|ITW Brands
|Johns Manville Corporation
|Marvin Window
|Velux America, Inc.
|Industry Organizations/Trade Associations
|Home Improvement Research Institute
|National Paint and Coating Association
|Institute for International Research
|National Retail Hardware Association
|Joint Ctr. for Housing, Remodeling Futures
|Russell R. Mueller Retail Hardware RSCH. FDN.
|National Home Furnishings Association
|Women in the Hardware Industry
|Trade Publications
|DIY Retailing Magazine
|Builder Magazine
|Qualified Remodeler Magazine
|MutilFamily Executive Magazine
|Remodeling Magazine
|PRO Magazine
|Residential Architect Magazine
Insight: The Farnsworth Group, with use of its proprietary B2B data collection service Specpan, assisted with questionnaire development and online data collection from DIY and Professional end-users.
Answers: The Farnsworth Group provide ITW Brands with a repot and summary of findings which guided their product enhancements resulting in a new line of decorative hooks. ITW Brands is gaining category share and increasing revenue through big box distribution.
Insight: The Farnsworth Group, conducted quantitative and qualitative research to define: consumer segments, usage/attitude patterns, brand perceptions, pricing elasticity and market opportunities among DIYers.
Answers: The Farnsworth Group provided Graco with several reports and presented market opportunities among DIYers. The Farnsworth Group also defined which product features and enhancements would yield a successful launch, and optimal price points for various levels of consumer-based paint sprayers.
Insight: The Farnsworth Group, conducted quantitative research among various channels and suppliers to understand: sales volume, channel segments, usage/attitude patterns, supplier brand perceptions, channel pricing expectations, and market opportunities among professional end-users
Answers: Through proper research design, and understanding what and how supplier information needed to be captured, The Farnsworth Group provided Tree Island with detailed market/channel maps that identified the current revenue stream for specific fasteners from manufacturer to end-user, which was essential for Tree Island to make long-term strategic decisions.
To maintain their leadership position in the industry, Graco utilizes research at all stages of product development. In the Winter of 2008 Graco approached The Farnsworth Group to begin the process to research and assist with the development of a consumer based paint sprayer. This was extensive research over that was conducted over a 12 month period. Questions Graco wanted answered included: - How are paint sprayers used and perceived among DIYers? - What are the purchase drivers of paint sprayers? - What role and perceptions does brand play? - What are the acceptable price ranges and revenue opportunities for consumer sprayers? - What product features and enhancements are necessary? - What is the best way to communicate with consumers?
Once the quantitative data was analyzed and presented, Graco developed product prototypes aimed to capitalize on indentified opportunities. The Farnsworth Group then conducted several focus groups among various consumer segments. This qualitative research simulated a store shopping experience, compared various products currently in the market place, evaluated product features and attributes, addressed communication preferences and reviewed pricing expectations. These focus groups resulted in a refined product that met consumer expectations for a price that met Graco's margin requirements.
The Farnsworth Group conducted focus groups throughout various product development phases that helped Graco refine their products to maximize margins and consumer satisfaction. The end result was a product design that met DIYer expectations, offered features not available in the current market place at an accetable price point, and all of this was communicated with effective packaging.
Today, Graco has national distribution of its new product line throughout Lowe's and Home Depot, and has increased their presence and revenue among Do-It-Yourself consumers.
To learn more about Graco visit Graco.com
ITW Brands relies on market research to guide their product development and merchandising efforts. In the Fall of 2009 ITW Brands approached The Farnsworth Group because they wanted to capture information from professionals and Do-It-Yourself homeowners regarding decorative hooks. They wanted data that would answer several questions:
Next, through their proprietary online B2B panel, Specpan, The Farnsworth Group accessed 150 targeted Residential Remodeler and General Contractors. They also utilized third party alliances to collect an additional 500 responses from Do-It-Yourself homeowners of various ages and experience levels. Programming and data collection was completed within two weeks.
By understanding usage habits, key purchase drivers, and unmet needs ITW Brands made product feature enhancements and improved package communication. ITW Brands has recently launched its new line of decorative hooks throughout big box retailers in the United States. They are quickly gaining consumer approval and market share due to the features that address consumer and professional needs, which were uncovered through The Farnsworth Group's research.
To learn more about ITW Brands visit ITWBrands.com
Tree Island has a dominant share in Western Canada, but new competitors are beginning to emerge. Tree Island has less presence in the U.S. due to their distribution and company strategies. In order to maintain their Canadian presence and increase their U.S. share they needed to understand:
Tree Island also gained an understanding of the behaviors and attitudes of their suppliers. This identified areas of competitive advantage for Tree Island, their competitor's strengths, and areas the marketplace does not perceive to be a high priority.
The data and report provided by The Farnsworth Group is a key element used by Tree Island to make long-range strategic decisions on the direction of their organization.
To learn more about Tree Island visit TreeIsland.com.


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GREEN BAY (WSAU-TSN) - DuJuan Harris rushed for a tiebreaking touchdown in the fourth quarter, and the Green Bay Packers seized sole possession of first place in the NFC North with a 27-20 victory over the Detroit Lions. A win by the Minnesota Vikings over the Chicago Bears earlier in the day means Green Bay is a full game ahead of Chicago.
Aaron Rodgers also ran for a score in the snow while completing 14-of-24 passes for 173 yards. The Green Bay quarterback did not throw a touchdown pass at Lambeau Field for the first time since Sept. 21, 2008, snapping a streak that had reached 35 games, the second-longest in NFL history.
Randall Cobb had 102 yards on seven receptions for the Packers (9-4), who have won 11 in a row against divisional foes and moved one game ahead of Chicago in the North standings.
Matthew Stafford finished with 264 passing yards and one touchdown for Detroit (4-9), but he threw one interception and had a fumble returned for a momentum- altering score.
That Packers win means 21 years will pass since the Lions have won at Lambeau Field. They extend their current losing streak to five games, and guarantee them a losing record the year after their first playoff appearance in a decade.

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