Assembling consumer insight for furniture manufacturer’s new offering.
The client, a furniture manufacturer with a business-to-business heritage, was looking to understand consumer needs and drivers in the purchase of ready-to-assemble furniture. The object of the exercise was to inform the development of a direct-to-consumer proposition.
Bonamy Finch was commissioned by the client’s management consultants to conduct consumer research. Qualitative research findings were used to inform the design of a choice-based conjoint survey in the UK and Denmark. The conjoint was used to unravel the relative importance of factors in the purchase of ready-to-assemble furniture. Given the client’s B2B background, the conjoint was supplemented with more general category behaviour and attitudes to put the conjoint into context.
The research findings narrowed the focus to key aspects of the manufacturer’s supply chain logistics that would need to be evolved in order to support a direct-to-consumer business.