Segmentation for floor covering market

Floor coveringsFacts International developed an integrated programme of research incorporating qualitative and quantitative methodologies. The research was conducted with recent and prospective purchasers of new floor coverings to provide insights into consumer types; the decision-making process; key consumer targets; and current brand perceptions.

This work has helped the client to gain a deeper understanding of the end consumer and to build a strategic direction for the brand globally.

The quantitative study provided further understanding on key attitudes and personal values; purchase journey parameters and media consumption. Research was conducted online in the UK, US and Australia – circa 800 completes per location. This enabled a robust segmentation of potential consumers and helped to identify opportunities and inform consumer targeting strategies.

Facts was responsible for the design, set-up, analysis and interpretation of all stages of this programme and played an essential role in helping the client segment the floor covering market. Segment solutions were created in conjunction with the client, to ensure that the solutions were both realistic and workable within the business. These solutions were presented to the client in the form of a formal debrief and workshop session. Following on from this session, the results of the research will impact future marketing strategies, which will help drive their business forward. Facts has also been commissioned to undertake further international online research.

Facts is now undertaking another wave of interviews exploring new themes and ideas, and this time circa 1500 online interviews are planned for Australia.