Compass A Design Research Project

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Compass Research Project
Project : Compass - PMA Presentation
Presenter : Tony Clifford, CEO - Pacific Wood Products

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.


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


N

0 200
km

Collaboration was essential to the
development and execution of the
project.


01 Planning a nd C larification 02 Research
01.1 01.2 02.1 02.2 02.3

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.


01 Planning and Clarificatio n 02 Research
01.1 01.2 02.1 02.2 02.3


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.


01.1 01.2 02.1 02.2 02.3


The initial investigation was broken into three key areas.

• The Context
• The Product
• The Consumer


01.1 01.2 02.1 02.2 02.3



01.1 01.2 02.1 02.2 02.3


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


01.1 01.2 02.1 02.2 02.3


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


01.1 01.2 02.1 02.2 02.3


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
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
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


01.1 01.2 02.1 02.2 02.3


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


01.1 01.2 02.1 02.2 02.3


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


01.1 01.2 02.1 02.2 02.3


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


01.1 01.2 02.1 02.2 02.3


An Industry Insight
Visits to the supply chain and key knowledge holders was
supplemented with visits to large scale developments.


Compass A Design Research Project

Compass A Design Research Project

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