Post on 25-May-2015
description
The Compass Project
Subject: Compass Research Presentation
Presenter: Tony Cliffo
rd, CEO - Pacific Wood Products
Prepared by: Timothy Allan, Karoline Jonsson,
Tony Clifford, John Gifford
Date : 11/10/07
Compass Research Project
Research Team
Locus Research
Timothy Allan
Karoline Jonsson
Blythe Rees-Jones
Scion
John Gifford
Barbara Nebel
Berit Land-Nielsen
Contents
The Background
The Process
A Collaboration
The Timeframe
Research Definition
Initial Research
Field Research
Product Research/Framework
Communication
Project : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Joint Marketing Need for Research Guardian Study Compass Project
The initial concept was to cooperate with promotions in export markets.
This resulted in the discussion around the need for research to define what the messages would be and how to promote it.
The Guardian study was presented to a range of industry stakeholders. This promoted a new ‘product focussed type of consumer research. One that targeted a wider range of information and built a picture of the relationships between the context, the product and the consumer.
The ‘Compass’ project concept was built to leverage the approach prototyped in Guardian to conduct a similar study in the US market.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
PR
OJE
CT
INIT
IAT
ION Clarify
Communicate
Ideas
Forecast
Possibilities
Life cycle supply chain
model (in GABI)
Define customer
importance (weighting)
QFD markets
Priorities
Visualise PLC & supply
chain (contribution)
& 2D & 3D
Initial trip & in-market workshops.
Including regional visits with
experts.
Develop customer requirements
list.
Assess customer motivations
Field research
Customer Workshops
Site Visits & Interviews
Visual diaries
Questionnaires
Life cycle & supply chain model
data
Final customer REQ’s
Final technical REQ’s
Investigate supply chain
Literature search
competing product
Initial interviews with
experts
Establish draft PLC
Identify & categorise key
users & stakeholders
Collate initial
environmental info
Investigate trends and
changes
Competing product
assessment
Define product scope
Define market/regional
scope
Define method and
detail approach
Define team
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
0 200
km
N
Collaboration was essential to the development and execution of the project.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and C larification
July 2006 October 2006 March 2007 June 2007
The study was launched with stakeholder meetings which sought to define in detail the key objectives, the work programme and the approach.
Initial research laid the ground work for the initial field research enabling the team to isolate key knowledge holders, understand the market, the competing products and the identify who the key consumers were.
By far the biggest and most commiting stage of research. The first field research trip validated the key contacts and assumptions whilst enabling effective planning for the second visit.
Final research work locked in the key regions.
The second visit was the result of a significant amount of planning and produced a wide range of qualatative information. It solidified the customer requirements which formed the basis of the quantative phase.
The quantative phase enabled the QFD approach to create the ranke technical requirements.
Environmental assessments and supply chain investigations were done in this phase.
Final documentation and insights were a significant component of this phase.
Tackling how to use the results within each company is something that we will have to work at.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
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
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
The initial investigation was broken into three key areas.
The Context•
The Product•
The Consumer•
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
NewConstruction
& Remodelling
Production Builders
Custom Builders
Technical Specifiers
Architects
PrimaryUser
Groups
New Construction
Builders
Sub Contractors
Specifiers
End Consumers
Semi-Custom Builders
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Defining the customer & user groupsProvided a critical summary of the key groups we needed to target within the US market. This includes both users and specifiersof the product.
An important grouping for our products.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
West
Pacific
Mountain
South
South Atlantic
East South Central
West South Central
Midwest
East North Central
West North Central
Northeast
New England
Middle Atlantic
WA
OR
CA
NV
ID
MT ND
WY
UT CO
SD
NE
AZ NM
TX
KS
OK
MN
IA
MO
AR
LA
MS AL
TN
FL
GASC
NCKY
IL
WI
IN
MI
OHWVVV
VA
PA
NY
VTNH
MEMA
RI
CT
NJ
DE
DC
MD
Defining the key regionsThere are distinct regions within the US which are made up of multiple states. These formed a key reference throughout the study.
This map became a repository for information.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Geo Bibliography Project: Compass Document #: 1406-02-000Subject: Regional Definition Client: 1406Source: Karoline Jonsson Client Manager: John GiffordReviewed By: Timothy Allan Date:24/10/2006 11:47:00 a.m.
Revision date: 24/10/2006 1:51:00 p.m.Revision: 1
Housing
Total New Home Construction by Region 2005US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06.http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf
Growth in One-Family House Starts 1995-2005US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06.http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf
Average Home Price per Region – Move Up Homes‘Staying competitive in today’s home building industry – US homebuilder survey’, Deloitte and McGraw Hill Construction, 2006http://www.construction.com/AboutUs/2006/HombuildersSurvey.pdf
Average Home Price per Region – Luxury Homes‘Staying competitive in today’s home building industry – US homebuilder survey’, Deloitte and McGraw Hill Construction, 2006http://www.construction.com/AboutUs/2006/HombuildersSurvey.pdf
Household Expenditures for Residential Improvement 2000-2005US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005http://www.census.gov/const/C50/table_s3.pdf
Growth in Household Expenditures for Residential Improvement 2000-2005US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005http://www.census.gov/const/C50/table_s3.pdf
People
Population Growth 2000-2005US Censushttp://www.npg.org/yearmap.html
Average Annual Migration Rate 2000-2004US Census, ‘Domestic Net Migration in the United States: 2000 to 2004’, Issued April 2006http://www.census.gov/prod/2006pubs/p25-1135.pdf#search=%22net%20migration%20US%22Average Median Household Income per State 2005US Census, ‘Income 2005: Two-year-average median household income by state: 2003-2005”http://www.census.gov/hhes/www/income/income05/statemhi2.html
Change in Median Household Income per State 2005US Census, ‘Income 2005: Two-year-average median household income by state: 2003-2005”http://www.census.gov/hhes/www/income/income05/statemhi2.html
Green Building
Support for ‘Green Building’SM, Sabrina Morelli, The Green Building Council, 20/09/06
Wood
Preference for Wood as the primary choice of Exterior Cladding 2005US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06.http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf
Hot Spots
Local Chapters of the US Green Building CouncilThe Green Building Councilhttp://www.usgbc.org/DisplayPage.aspx?CategoryID=24
Leading cities with city-owned LEED projects and buildingsBuildings Magazine
Areas with the largest Rate of Immigration 2004US Census, ‘Domestic Net Migration in the United States: 2000 to 2004’, Issued April 2006http://www.census.gov/prod/2006pubs/p25-1135.pdf#search=%22net%20migration%20US%22
Identified Hot Spots of the Urban MarketThe National Association of Home Buildershttp://www.nahb.org/news_details.aspx?newsID=2704&print=true
Single-Family House Permits 2005 - Top 10 Metropolitan AreasUS Censushttp://www.census.gov/const/www/C40/table3.html
Multi-Family House Permits 2005 - Top 10 Metropolitan AreasUS Censushttp://www.census.gov/const/www/C40/table3.html
Total New Home Construction by Region 2005The diagram is illustrating number of single-family homes constructed and completed during 2005. Orange areas are indicating high development levels. Source: US Census 2005
760
132
437
307
(thousands of units)
High
Low
WA
OR
CA
NV
ID
MT ND
WY
UT CO
SD
NE
AZ NM
TX
KS
OK
MN
IA
MO
AR
LA
MS AL
TN
FL
GASC
NCKY
IL
WI
IN
MI
OHVVWVVVVVV
VA
PA
NY
VTNH
MEMA
RI
CT
NJ
DE
DC
MD
Data Driven Geographic Maps (32 variant data sets ~ referenced)
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Pacific
MountainWest North Central
East North Central
South Atlantic
West South Central
East South Central
Middle Atlantic
New England
WAWWWWWWWWWWWW
OROOO
CA
NV
IDIII
MT ND
WYWWW
UTUUU COOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
SD
NE
AZAZZAZAZZ NMNNNNNNNN
TX
KS
OKOKOKOK
MNNMMM
IAIAIA
MOMOMOMO
ARARAR
LA
MS AL
TNTNTNTN
FLLLLFLLLLLFLLLLFLLLLFLLLLFLLFLLLLFLFLLFLLFLLFLLFLLLFLLLFLLLFLLLFFFFFF
GAGGGGGGGGGGGGGGGGGGGGGSCSCSCSC
ENCCCCKYKYYKY
ILILILIL
WI
ININNIN
MI
OHVWVVVVVVV VAVAVAVA
PAA
NYYYY
VTNH
MEMEMEMEM
N w EngRI
CT
NJ
DEM
DCentraentraCe
MDDEDEM
Areas like the coastal Southwestern and Southern regions have seen a very strong
growth, but are considered as less important due to the lack of any existing wood market or demand for wood as an
exterior product.
Stucco completely dominates the
Southwestern regions, with a market share of
over 60%.
The West and the South regions are not only strong in new construction, but are also
leading the remodelling market.
Whilst the Northeast does not score highly in wood preference, the strong tradition and the highly valued appearance of wood should be considered. The widespread use of vinyl siding proves that the ‘wood-style’ appearance is still preferred.
The Northeast has some of the highest income levels in
the US, as well as the highest average home prices.
The move-up and luxury markets are thriving.
The Northwest (Pacific) is considered a good target due to demographic and
income factors in combination with the existing wood use and traditional style.
There is also a strong preference for natural building materials.
The Northeast, Midwest and Northwest all have a traditionally strong preference for the appearance of timber. These markets are now dominated by vinyl and fibre cement which both imitate the natural appearance of timber.
Green building is driven from the West, and is now emerging in the
Northeast, so there is the ability to leverage off this in these markets.
NC
OHWV
VA
PA
NY
VTNH
ME
DCMD
Washington DC
Richmond
Virginia BeachNewport News
PhiladelphiaPittsburgh
Allentown New YorkOyster Bay
BuffaloRochester Providence
BostonManchester
Waterbury
Selected Region 2
Pacific
NV
ID
U
WA
OR
CACA
Seattle
Portland
San Francisco
San Jose
Stockton
Sacramento
Redding
Eugene
Salem
TacomaYakima
Spokane
Selected Region 1
Important Not importantHotspotsKey
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
All data layers combinedto create a visual view of statistics. Enabled regionalselection to be effective.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Establish contacts •
Framework for main • research trip
Qualitative information•
Defined customer requirements•
On-site interviews (Site visits)•
Practical take on the context •
From NZ to the US
Quantitative•
Defined importance (rating) • of Customer requirements from workshops.
Initial Research Trip In-depth Research Trip
e
On-line Survey
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Scoping trip to investigate the situation.and define the regions.
Customer Workshops with 48 participants in two key regions.
Questionnaire with 350 Respondents from selected Regions
A journey to understand the US market and its consumers.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Targeting the right
information
Trade
Merchants & Distributors
Suppliers
Retail
Production Builders
Custom Builders
Architects/Specifiers
NAHB, Oregon State UniversityResearch
Environmental US Green Building Council
Regulatory International Code Council
Initial Research TripThis trip sought to meet with key groups that could assit with the research and give us a clearer insight into the US market.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
An Industry InsightVisits to the supply chain and key knowledge holders was supplemented with visits to large scale developments.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Title: Customer Requirements
Subject: Product Framework
Project: 1406
Author: Karoline Jonsson
Date: 04/09/06
Document Format: A4 Landscape
Action List:
1. Group these requirements into categories to give the
variables some structure.
Key Notes:
1. This is an unstructured group of customer requirements.
That will be used to formulate the basis for the customer
requirements list for the product fra
mework
Appearance
Value
Durability
Low
Maintenance
Life span
VersatilityWarranty
Possibility of
Style Change
Possibility of
Colour Change
Ease of
Installation
Disposal
%
Recyclable
Waste
Waterproofing
Weather
(Hurricane)
Protection
Decomposition
Time
Appeal
Performance
Resale Value
Cost of
Renovation
Level of
Customization
Finishing
needs
Installation
Time
Installation
Cost
Cost of
'Parts'
Ease of
Renovation
Remodeling
Options
Need for
Renovation?
Fits style of
House
Up-Close
Appearance
Fits
neighborhood
Fits desired
status
'Holds up
over time'
Stability
Quality
Cost
Surface
Options
Profile
Options
Painting
Required?
Energy
Efficiency
Trim &
Accessories
Termite
Resistant
Delivery
Time
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Research PreparationA significant amount of work was done after the first research tripand ahead of the second research trip to finalise the selection of the key areas and to set up the customer workshops. A critical aspect was defining a structure for the customer workshops.
irem
ctur
Low
Maintenance
Wa
Coss
enoo
neigg
sireeus
'oo
Quality
DelTi
orkshops. A critical aspect er workshops.
Title: Customer Requirements
Subject: Product Framework
Project: 1406
Author: Karoline Jonsson
Date: 04/09/06
Document Format: A4 Landscape
Action List:
1. Group these requirements into categories to give the
variables some structure.
Key Notes:
1. This is an unstructured group of customer requirements.
That will be used to formulate the basis for the customer
requirements list for the product fra
mework
Appearance
Durability
Low
Maintenance
Life span
Versatility
Warranty
Possibility of
Style Change
Possibility of
Colour Change
Ease of
Installation
%
Recyclable
Waste
Waterproofing
Weather
(Hurricane)
Protection
Decomposition
Time
Appeal
Performance
Resale Value
Cost of
Renovation
Level of
CustomizationFinishing
needs
Installation
Time
Installation
Cost
Cost of
'Parts'
Ease of
Renovation
Remodeling
Options
Need for
Renovation?
Fits style of
House
Up-Close
Appearance
Fits
neighborhood
Fits desired
status
'Holds up
over time'
Stability
Quality
Cost
Surface
Options
Profile
Options
Painting
Required?
Energy
Efficiency
Trim &
AccessoriesTermite
Resistant
Delivery
Time
Pre
Purchase
Life
Disposal
Value
AestheticsInstallation
Renovation
UseResale
aste
st:se r
me s
MM
Life
Disposal
Use Value
Service
Sustainability
The Customer's Requirements
Safety /
Protection
Comfort
Options
Appearance
Curb Appeal
Up-Close
Appearance
Fits Style of
House
Ability to
Customise
Possibility of
Style Change
Possibility of
Colour Change
Low
Maintenance
Noise
Reduction
Thermal
Insulation
Warranty
Quality
Holds Up Over
Time / Reliable
Life span
Cost of
Ownership
Affordability
Ease of
Installation
Ease of
Maintenance
Ease of
Renovation
Environmental
Impact
Fits
Neighborhood
Fits Desired
Status
Durable
Weather &
Wind Protection
Pest Protection
Fire Safety
Resale Value
Disposal
Performance
Standards &
Compliance
Product
Specification /
Information
Climate /
Geography
SuitabilityColour Options
Style Options
Shape Options
Certifications
Ease of
Renovation
Product
guarante &
support
Product
Information
In Store
Display
Advertisement
Internet
Information
Service
Sustainability
Ease of
Installation
Ease of
Maintenance
Ease of
Renovation
Environmental
Impact
Disposal
Certifications
Product
guarante &
support
Product
Information
In Store
Display
Advertisement
Internet
Information
Appearance
Curb Appeal
Up-Close Appearance
Fits Style of House
Fits Neighborhood
Fits Desired Status
Design OptionsColour Options
Style Options
Shape Options
Ability to Customise
Possibility of Style Change
Possibility of Colour Change
Comfort
Low Maintenance
Noise Reduction
Thermal Insulation
Ease of Renovation
Safety / ProtectionWeather & Wind Protection
Pest Protection
Fire Safety
Value
Warranty
Life span
Cost of Ownership
Affordability
Resale Value
Performance
Standards & Compliance
Product Specification / In
formation
Climate / Geography Suitability
Quality
Holds Up Over Time / Reliable
Durable
Service
Ease of Installation
Ease of Maintenance
Ease of Renovation
Product guarante & support
Sustainability
Environmental Impact
Disposal
Certifications
Product InformationIn Store Display
Advertisement
Internet Information
Customer Requirements
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Curb Appeal
Up-C loseAppearance
Fits Style of house
Fits neighborhood
Fits desired status
Weather &Wind Protection
Pest Protection
Fire Safety
Warranty
Life span
Cost ofOwnership
Affordability
Resale Value
Quality
Holds Up OverTime / Reliable
Durable
Standards &Compliance
ProductSpecification /Information
Climate /GeographySuitability
Ability to customise
Possibility of Style Change
Possibility of Colour Change
Colour Options
Style Options
Shape Options
EnvironmentalImpact
Disposal
Certifications
Low Maintenance
Noise Reduction
Thermal Insulation
Ease ofRenovation
Ease ofInstallation
Ease ofMaintenance
Ease ofRenovation
Productguarantee & support
In StoreDisplay
Advertisement
InternetInformation
End Consumer Requirements
Appearance Options Comfort Safety Value Performance Service Sustainability Product Information
User Requirements
Service ProductDocumentationSustainabilityValueFlexibilityOn-Site
Handling
Ease ofHandling
Skill requiredto install
Ease of storage
Workability ofmaterial
Product Weight
Speed ofInstallation
Disposal
Performance
Durable
Weather &Wind Tested
QualityCompatibilitywith otherproducts
Product Range
SystemCompatibility
Initial Cost
Margin onproduct
Product Offer
Lead time onpurchase
Warranty
Standards &Compliance
Certification /Accreditation
Catalogues
ProductSupport
On demanddelivery
Manuals
Training
Use ofChemicals
EnvironmentalImpact
WasteManagement
'Green'Certifications &Compliance
Workshop Categories
Appearance
Value
Performance
Service
Environmental
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Customer WorkshopsThese interactive discussions were structured discussions witha mix of builders, contractors, specifiers & end consumers.There were 4 customer workshops, 2 in each region (Portland andBaltimore) with 48 participants in all. A special set of customer cardswere used to make the sessions more interactive and enable us tolog ideas in addition to transcripts.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
OutcomesCoordinated with Jane Nolan an NAHB contact (External • contractor and a market research firm MDBC)
Used established focus group facilities in both regions that • are professionally staffed
1500 Customer cards with key requirements•
Four full session recordings that were transcribed•
Transcription summary – Rockville 041206 A
Recording #: Group A Workshop Code: 1406-03-0412ALocation: Rockville, MD Source: Berit Land NielsenWorkshop date: 04/12/06 Transcription date: 14/12/06
Appearance “Consumers think of appearance/design in relation to future selling of the house”. (man)“The market determines the appearance of houses”. (man)“You don’t change the entire style of the house” (man)“Variety of accessories is important, i.e. trim piece”. (man)“There has to be harmony” (man)“Pre-finished can compromise with the aesthetics” (i.e. painting) (man)“DIY can compromise the investment” (i.e. buying good material but save money by installing it yourself and don’t do it properly) (man)Value “Always ask how long the house owners plan on staying in the house. If its only 3-5 years there’s no guarantee that they get their investment back as increased value of the house – that depends on the market”. (man)“Got to make a determination of what the customers perceive as valuable, what are their expectations?” (man)“Many people just choose the standards because they haven’t looked into other available prod-ucts. They simply lack knowledge of the product”.“It is expensive to bring a product to the market”. (man)“There is a value that relates to the architectural structure” (man).“The product line is broad enough so it can serve several markets” (woman)“The consumer knowledge of the price of the competing products” (man)“Value for the consumer is always related to something else” (other than price, i.e., the appear-ance of the house) (woman)Willing to pay much for the siding, because it’s a major component of the house (woman)“You’re not going to put on a good looking material that’s going to fail” (man)Performance “Information on durability of the product in different environments would be crucial” (man)“Best kind of testing is to see something that works, rather than read about it” (man)“Hurricane issues in certain areas, that has to be addressed” (man)Service “Minimize any ongoing service or long term service meaning fewer people involved in service. No call-backs make people happy”. (Sub-contractor)“Product information and records of success for credibility” (Subcontractor)“Easy to access information on the available products and someone with the experience to do the work. Knowledge about products, prices (consumer)Warranty: “The specific area in the northeast is very humid and tough on the wood products, so they don’t last as long as in, e.g., the Midwest” (man)“Provide a maintenance plan for the consumer” (woman, consumer)“The product should be easy to maintain but without compromising aesthetics” (man)“The internet provides lots of information on products but is often missing application guides” (man)“Important to have a “live” person who can respond quickly to questions” (man)Environmental “Being green – too expensive, so the market is small” (woman)“The masses and the builders look at the price before looking at the environmental aspect – they still have to sell houses” (man)“Should be more important but in reality, it is of minor concern” (man)“Important with PR about environmentally friendly products – example about a billion dollar sustainable building project in New York with the highest possible LEEDS score. The massive PR led the firm to make all their projects sustainable” (man)
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
Structured Site VisitsNew Construction•
Remodelling•
Large Production Developments•
Smaller Custom Builders•
Insight into preferred home styles•
Builder/contractor preferences•
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
On-line SurveyTarget: Builders, Contractors, Specifiers & End-ConsumersTarget Regions: North West/North East250-500 respondentsRanked all finalised customer requirements from 1-5
On-line survey conducted by NAHB and instructed in by research team.
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
WEATHER RESISTANCEDimensional Stability mm/%
x x varying degrees of temperature, moisture, pressure, or other stress.
Coat functionality/Durability (Yrs) Yrsx x
Depends on which system we use or whether we use Stain or Pigment finish.
Decay - ASTM log type scale (1 to 10) ASTM (1-10)x x
Bernard Dawson to define this. (ASTM D2017-05 Standard Test Method of Accelerated Laboratory Test of Natural Decay Resistance of Woods)
Tolerance over Life (Movt in mm) mm x x Need to define current level, as yet undefined.Property Loss TBA x x Unit of measure undefined currentlyUV Resistance TBA x x degradation from UV exposure
Weather Tightness TBAx
Resistance to water penetration under driving rain and deluge conditions.
Wind Resistance TBA x
Weather Resistance TBAx x
We do not currently have a measure of this, and recommend further work to create one.
Mould/Fungal Resistance TBA x x Could be covered by the perm ratingWind/Hurricane Grade 1-5 x
MECHANICALCompressive x x Maximum compression stress before failureTensile x x Maximum tensile stress before failureShear x x Maximum shear stress before failiureOut of Plane Load TBA x xImpact Resistance (Drop test) N
x xProtects from damage, but leave as is, need to benchmark current product
Product Weight Kg/p/m2x x
Currently very good, and would not matter if product improvement resulted in minor increase
Resilience MOE/MORx x
The maximum energy per volume that can be elastically stored in a material. [Ur]
Shear Load SCT x xBearing Load(Vertical) KG/p/m2 x xProperty Loss %/Yrs x x Loss of mechanichal properties over time, or due to Movement of Board mm/Yrs x xWind Uplift TBA xNail Holding Power TBA x x
Strength in Joints ASTM: D4688-99 x x
ASTM: D4688-99 Standard Test Method for EvaluatingStructural Adhesives for Finger Jointing Lumber
Perm Rating 0-1 g/h.m2
x x
The effectiveness of a vapor barrier is measured by its perm rating, which is the ratio of porosity of material to passage of water vapor. >/= 1perm, good vapour barrier. Unit g/h.m2. Test: ASTM E96
CHEMICAL & COMPOSITIONMoisture Conductivity Diffusion Rate x xMoisture Content gmH20/p/100gm Wood
x xStandard NZS3617 Specifies No less than 14% and nomore that 18%
LOSP Active x xRetained Solvent Level x xFire Resistance
x x
D2898-94(2004) Standard Test Methods for Accelerated Weathering of Fire-Retardant-Treated Wood for Fire Testing D1360 98 Standard Test
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Technical RequirementsThe technical requirements were established through internal team meetings. The companies drive this aspect and it represents the measurable factors that relate to the product.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
1995-2005E
nd C
onsu
mer
Wei
ghtin
g
Pro
fess
iona
l Wei
ghtin
g
Com
bine
d W
eigh
ting
Initi
al D
isto
rtio
n - t
wis
t
Initi
al d
isto
rtio
n - b
ow
Initi
al d
isto
rtio
n - c
up
Initi
al d
isto
rtio
n - c
rook
Wea
ther
Tig
htne
ss
Win
d/H
urric
ane
Gra
de
Coa
t D
urab
ility
(Yrs
)
Dec
ay -
AS
TM lo
g ty
pe s
cale
Sea
sona
l mov
emen
t
UV
Res
ista
nce
Nai
l Hol
ding
Pow
er
Str
engt
h in
Joi
nts
Pro
duct
Wei
ght
Res
ilien
ce
Moi
stur
e C
onte
nt
Moi
stur
e C
ondu
ctiv
ity
Wat
er U
ptak
e
Mou
ld/F
unga
l Res
ista
nce
Pes
t/Te
rmite
Res
ista
nce
Fire
Res
ista
nce
Act
ive
ingr
edie
nt
Ret
aine
d S
olve
nt L
evel
Mat
eria
l Cos
t
Inst
alla
tion
Cos
t (T
otal
)
Tota
l Cos
t
Tota
l cos
t of
Mai
nten
ance
Est
imat
ed C
ost
of O
wne
rshi
p
Inst
alla
tion
Tim
e (H
rs/p
/M2)
Allo
wab
le in
stal
latio
n tim
e
Natural looking 3.99 3.99 3.99 0 0 0 0 0 0 3 9 0 9 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1Solid looking material 4.30 4.27 4.29 0 0 0 0 0 0 0 0 0 0 0 1 9 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Design Flexibility 3.80 3.97 3.85 0 0 0 0 3 3 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 1 3 3 0 0 3 0 0Curb Appeal 4.12 4.43 4.22 9 9 9 9 0 0 9 9 9 3 0 9 0 0 0 3 3 3 0 0 0 0 0 0 0 0 0 3 0 3Colour Options 4.23 3.88 4.11 3 3 3 3 3 0 9 0 3 9 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 3 3 0 0 3Design/Style Options 4.14 4.08 4.12 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 1 0 0 3 0 0High Quality Finish 4.38 4.41 4.39 3 3 3 3 0 0 9 3 9 1 0 3 0 0 0 3 3 9 3 0 0 0 3 0 1 1 0 0 0 3Cost effectiveness 4.51 4.39 4.47 0 0 0 0 0 0 3 3 1 3 1 1 0 1 0 0 0 0 0 0 0 0 9 9 9 9 9 9 3 9Competitive cost 4.26 4.24 4.25 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 9 9 3 3 9 0 3Warranty 4.40 4.27 4.36 9 9 9 9 9 3 9 9 3 9 0 0 0 0 0 0 0 3 9 0 0 0 0 0 0 0 0 0 0 3Quality 4.74 4.53 4.67 3 3 3 3 9 0 9 0 0 3 0 0 1 1 0 0 0 0 0 0 0 0 3 0 3 0 0 0 0 9Perception of value 4.11 4.33 4.18 1 1 1 1 0 0 1 0 0 1 0 0 3 0 0 0 0 0 0 0 0 0 9 9 9 9 9 1 0 9Reliability 4.67 4.55 4.63 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3Longevity 4.71 4.44 4.63 0 0 0 0 3 1 9 9 0 9 3 3 0 9 0 0 0 0 9 0 0 0 0 0 0 1 3 0 0 9Weather tightness 4.77 4.63 4.72 1 1 1 1 9 0 0 0 3 0 1 1 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 1Climate tolerance 4.55 4.27 4.46 0 0 0 0 9 9 9 0 9 3 0 0 0 0 0 9 9 9 3 0 0 0 0 0 0 0 0 0 0 1Decay resistance 4.68 4.38 4.58 0 0 0 0 9 0 3 9 0 0 0 0 0 0 0 9 9 1 0 0 0 0 0 0 0 0 0 0 0 1Durability 4.74 4.49 4.66 3 3 3 3 9 0 9 9 3 3 1 3 0 3 0 3 3 3 9 0 0 9 0 0 0 0 0 0 0 9Stability 4.58 4.38 4.52 9 9 9 9 0 0 0 0 9 1 1 1 3 0 0 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0Paintable/holds paint 3.91 4.16 3.99 0 0 0 0 0 0 0 0 3 0 0 1 3 0 9 0 0 0 0 0 0 9 0 0 0 0 0 3 0 0Low maintenece 4.58 4.26 4.48 9 9 9 9 0 0 9 3 9 9 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 9 3 0 0 0Ease of installation 4.11 4.20 4.14 0 0 0 0 0 0 0 0 0 0 0 0 9 3 0 0 0 0 0 0 0 0 0 9 3 0 0 9 0 0Ease of on-site handling 4.01 4.12 4.04 0 0 0 0 0 0 3 0 0 0 0 0 9 9 0 0 0 0 0 0 0 0 0 9 3 0 0 9 0 0Low level of toxicity 4.38 3.94 4.24 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 9 0 0 0 0 0 0 0 0Sustainable resources 3.94 3.64 3.84 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Energy efficency 4.62 4.11 4.45 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Waste reduction 3.96 3.92 3.95 0 0 0 0 0 0 3 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 3 0 9 0 0 0 0Safe for workers/owners 4.42 4.26 4.37 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0Certifications & Accreditations 3.92 3.62 3.82 0 0 0 0 9 9 0 0 0 0 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Technical Prioroties 50 50 50 50 72 25 97 63 73 66 16 32 46 30 9 39 39 32 33 0 3 37 34 54 41 44 30 49 3
3.78% 3.78% 3.78% 3.78% 5.44% 7.33% 4.76% 5.52% 4.99% 1.21% 2.42% 3.48% 2.27% 0.68% 2.95% 2.95% 2.42% 2.49% 0.00% 2.80% 2.57% 4.08% 3.10% 3.33% 2.27% 3.70% 0.23% 5Weighted - End Consumer 222 222 222 222 325 106 432 280 324 290 68 136 194 130 35 178 178 143 152 0 13 161 147 225 174 189 131 204 14
3.84% 3.84% 3.84% 3.84% 5.60% 1.82% 7.45% 4.84% 5.59% 5.00% 1.17% 2.35% 3.35% 2.25% 0.61% 3.08% 3.08% 2.46% 2.61% 0.00% 0.23% 2.78% 2.54% 3.88% 3.01% 3.26% 2.26% 3.52% 0.23% 5Weighted - Professional 217 217 217 217 308 100 417 273 317 279 64 134 195 128 37 171 171 139 145 0 12 156 147 227 176 185 129 207 13
3.84% 3.84% 3.84% 3.84% 5.46% 1.77% 7.39% 4.84% 5.62% 4.94% 1.13% 2.38% 3.45% 2.27% 0.66% 3.03% 3.03% 2.46% 2.56% 0.00% 0.21% 2.75% 2.61% 4.03% 3.11% 3.28% 2.28% 3.66% 0.23% 5Weighted - Combined 221 221 221 221 319 104 427 278 322 286 67 135 194 130 36 176 176 141 149 0 13 159 147 226 175 188 130 205 13
3.84% 3.84% 3.84% 3.84% 5.55% 1.81% 7.43% 4.84% 5.60% 4.98% 1.16% 2.36% 3.38% 2.26% 0.62% 3.06% 3.06% 2.46% 2.60% 0.00% 0.22% 2.77% 2.56% 3.92% 3.04% 3.27% 2.27% 3.56% 0.23% 5
Use &Chemical & Composition Preservatives Cost InstallationWeather Resistance Life Span Mechanical
Env
ironm
enta
lA
ppea
ranc
eV
alue
Per
form
ance
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Challenges for timber productsDurability & maintenance•
The ‘poor perception’ of timber and the sustained loss of market share•
Regional opportunitiesOpportunity in products that respond directly to regional demands•
Regional variation create opportunity for a diverse range of products •
Design flexibility Timber products are compatible with a range of other claddings (brick work, • shingles and stucco)
Suitable for new and renovation markets (renovation markets more robust)•
Popular home styles, such as the craftsman, create opportunities for a timber • products
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Sustainable opportunitiesExploit the benefits of “green products” (low embodied energy, low net carbon)•
Addressing the key environmental impacts of exterior timber products is critical • to enabling the green benefits of timber to be effectively marketed.
Trim & Facsia
Timber has had a stronghold here but is losing ground to new materials. •
Market sectorTarget custom home builders in the upper end of market.•
Timber is a high-value product that can offer superior appearance, and should • be marketed as such.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
BuilderContractorSpecifier
sliateD
citamgarPts
oC
ytilaeR
Recommendations from colleagues, contractors etc
htuo
M-fo-
dro
W
Networking Groups
sw
ohS
eda
rT
Internet & TradeMagazines
i.e. Builder’s Top 20 groups or other networking forums
Major venue for product and material trends.
i.e. NAHB International Builders Show
Easy way to stay on top of new materials and trends
What drives & motivates the users?A focus on function•
Pragmatism•
Crucial to establish credibility•
Key RequirementsReliability & durability of product•
Availability of product•
Handling on-site, easy to install•
‘Business friendly product’•
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
What drives & motivates the end consumers?Feelings & emotions•
Perceptions•
Tradition & Heritage•
Perceived value•
Key RequirementsLongevity •
Low maintenance•
Value for money•
Reliability, trust & guarantees•
Health & environmental concern•
EndConsumer
sdeeN
snoitomEeulaV
snoitpecrePThe consumer is much more
educated and will source specific information through
the internet
te nr etnI
TV Shows & Trend Magazines
yrts
udn
Is
d ner
T
Tradition & Heritage
DIY & home remodelling shows are more popular than ever
The building industry directs the customer’s choices, in the same way as the customer
influences the industry
Tradition & heritage are playing a large part in
product selection
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
The final resultProduct framework - a robust • executive report that can be read by anyone within the company and understand it. Bringing the market closer to company staff.
Main Report - an in depth and full text • referenced formal report. For those that want extra information and detail.
DVD - including raw data files, • enabling different summaries to be created.
This enables the uptake within each • company
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Conclusions
The project structure yielded insights into the market and • related it effectively to product.
It created a valuable resource that will enable more • targeted product development with customer focus
The field research is a critical element to reflect back • assumptions and enable them to be tested.
The definition of target regions was important to the • projects success.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Conclusions
Preparation was key to ensure that the costly aspect of the • field research was affected well.
There are a wide range of aspects unable to be shown • here but that are critical to forming the whole picture.
Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products
01.1
Research Definition
02.3
Communicate
02.2
Product Research
02.1
Field Research
01.2
Initial Research
02 Research01 Planning and Clarification
Special Thanks to:
FIDA - this enabled the compass project to occur.•
Tenon - for their efforts in project direction and for the • invaluable assistance of their US based staff.
Panpac - for being a key part in the project instigation, • direction and customer workshops.
This project methodology was based on the Sustainable Framwork which was jointly developed by Locus Research and Scion.