Why is market research important to our industry?

It’s important because it identifies how customers (and potential customers) feel about our product(s). And for the progress of the Real American Hardwood Promotion Coalition (RAHPC), market research “will provide the basic tenets for developing a much-needed, over-arching brand identity.”

About RAHPC’s research?
“The research encompassed a wide audience of consumers, architects, contractors, home renovators, designers, millennials, and Gen Xers. It was conducted in a variety of methods - in-person focus groups, online polling, and interactive bulletin boards.”

What were the Key findings?

• Attributes favoring American hardwood include: Attractiveness (#1 Attribute), High-end Appeal, Uniqueness, Durability, Gold Standard - everyone wants the look and feel of real hardwood products
• Drawbacks in choosing American hardwood: Cost (#1 Barrier), Not a “Good Value”; disconnect between durable being good value, Disposable Society, “Close is Good Enough”
• Not a Driver in the decision process: “Made in America, Environmentally friendly, Sustainability of the resource” (Who knew?)

Visit www.HMAmembers.org to learn more about RAHPC’s next steps. And to sign on as a funding partner, or for general questions regarding the work of the Coalition, email hardwoodpromotion@gmail.com.