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Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
Joint Marketing The initial concept was to cooperate with promotions in export markets.
Need for Research This resulted in the discussion around the need for research to define what the messages would be and how to promote it.
Guardian Study 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.
Compass Project The ‘Compass’ project concept was built to leverage the approach prototyped in Guardian to conduct a similar study in the US market.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
PROJECT INITIATION
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
Define market/regional
Literature search
scope Define method and detail approach Define team
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
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
Life cycle supply chain model (in GABI) Define customer importance (weighting) QFD markets Priorities
Clarify Communicate Ideas Forecast Possibilities
Visualise PLC & supply chain (contribution) & 2D & 3D
Questionnaires Life cycle & supply chain model data Final customer REQ’s Final technical REQ’s
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
N
0
200 km
Collaboration was essential to the development and execution of the project.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01
Planning a nd C larification
02
Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
October 2006
March 2007
June 2007
July 2006 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.
Tackling how to use the results within each company is something that we will have to work at.
Environmental assessments and supply chain investigations were done in this phase. Final documentation and insights were a significant component of this phase.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
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.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
The initial investigation was broken into three key areas. • The Context • The Product • The Consumer
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
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
Builders Primary User Groups
Sub Contractors
New Construction & Remodelling
Production Builders Custom Builders Semi-Custom Builders
An important grouping for our products.
Architects
Specifiers Technical Specifiers
End Consumers
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
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 MT
This map became a repository for information. South
OR
South Atlantic
ND
WY
East North Central West North Central
UT
CA
CO
RI WI
SD IA
NE
West South Central
NV
IL KS
MO
Northeast New England Middle Atlantic
AZ
NM
OK
AR
West
TX
NY
MI IN
OH
CT
PA WV V
KY SC
NJ DE
VA NC
TN MS AL
Pacific Mountain
MA
ME
MN
ID
East South Central
Midwest
NH
VT
MD DC
GA
LA FL
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Data Driven Geographic Maps (32 variant data sets ~ referenced)
Geo Bibliography
WA MT
Project: Compass Document #: 1406-02-000 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.
MN
ID
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
AZ
760
KS
NM
OK
TX
307
MO AR
WV V
DE
VA
KY
NC
TN
NJ
SC
MD DC
GA
LA FL
Wood
Hot Spots
IL
IN OH
MS AL
Support for ‘Green Building’ SM, Sabrina Morelli, The Green Building Council, 20/09/06
Preference for Wood as the primary choice of Exterior Cladding 2005 US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06. http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf
CO
CT
PA
437
Change in 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 Green Building
IA
High
People
Average Annual Migration Rate 2000-2004 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 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
UT
CA
Household Expenditures for Residential Improvement 2000-2005 US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005 http://www.census.gov/const/C50/table_s3.pdf
NY MI
NE
NV
Average Home Price per Region – Luxury Homes ‘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
Population Growth 2000-2005 US Census http://www.npg.org/yearmap.html
WI
WY
Growth in One-Family House Starts 1995-2005 US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06. http://www.census.gov/const/C25Ann/sftotalexwallmat.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 http://www.census.gov/const/C50/table_s3.pdf
RI
SD
Housing
Average Home Price per Region – Move Up Homes ‘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
MA
ME
ND
OR
Revision date: 24/10/2006 1:51:00 p.m. Revision: 1
NH
VT
132 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 Identified Hot Spots of the Urban Market The National Association of Home Builders http://www.nahb.org/news_details.aspx?newsID=2704&print=true 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 US Census http://www.census.gov/const/www/C40/table3.html
Total New Home Construction by Region 2005 The diagram is illustrating number of single-family homes constructed and completed during 2005. Orange areas are indicating high development levels. Source: US Census 2005
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
All data layers combined
Selected Region 1
to create a visual view of statistics. Enabled regional selection to be effective. Key
Hotspots
Important
Portland
Mountain
W WA
MT O OR
I ID
NV CA
WI
SD IA
NE U UT
CO O
Pacific
AZ Z
N NM
IL KS OK
MO
TX West South Central
Middle Atlantic M
WV V
MDE MD
VA NC C
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.
NJ
East South Ce E Central entra
DC
G GA
NH
Selected VT 2 Region
ME
FL F L
NY
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.
U
CA
Manchester
Rochester Buffalo
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.
NV
San Jose
CT
South Atlantic
LA
Stockton
M
New N w Eng England
SC AL
Sacramento
San Francisco
PA A
TN MS
Stucco completely dominates the Southwestern regions, with a market share of over 60%.
Redding
RI
MI IN N OH
ID
Pacific
NY Y
KY Y
AR
OR
ME
East North Central
MN M N
Spokane
Eugene
NH
VT
ND
W WY The West and the South regions are not only strong in new construction, but are also leading the remodelling market.
West North Central
WA
Tacoma Yakima
Salem
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.
Not important
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.
Seattle
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.
OH
Allentown PA
Boston Providence Waterbury Oyster Bay
New York
Pittsburgh Philadelphia Washington DC
WV
VARichmond Newport News
Virginia Beach
NC
MD DC
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
From NZ to the US A journey to understand the US market and its consumers.
Initial Research Trip Scoping trip to investigate the situation. e and define the regions.
In-depth Research Trip Customer Workshops with 48 participants in two key regions.
On-line Survey Questionnaire with 350 Respondents from selected Regions
• Establish contacts
• Qualitative information
• Quantitative
• Framework for main research trip
• Defined customer requirements
• Defined importance (rating) of Customer requirements from workshops.
• On-site interviews (Site visits) • Practical take on the context
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Initial Research Trip This trip sought to meet with key groups that could assit with the research and give us a clearer insight into the US market.
Research
NAHB, Oregon State University Merchants & Distributors Suppliers Retail
Targeting the right information
Trade
Production Builders Custom Builders Architects/Specifiers
Environmental
US Green Building Council
Regulatory
International Code Council
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
An Industry Insight Visits to the supply chain and key knowledge holders was supplemented with visits to large scale developments.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Research Preparation A significant amount of work was done after the first research trip and ahead of the second research trip to finalise the selection of the key areas and to set up the customer workshops. orkshops. A critical aspect was defining a structure for the customer er workshops.
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Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
End Consumer Requirements Appearance
Options
Comfort
Safety
Sustainability
Warranty
Ease of Installation
Environmental Impact
In Store Display
Pest Protection
Life span
Product Specification / Information
Ease of Maintenance
Disposal
Advertisement
Fire Safety
C ost of Ownership
C limate / Geography Suitability
Ease of Renovation
C ertifications
Internet Information
C olour Options
Weather & Wind Protection
Style Options
Noise Reduction
Fits Style of house
Shape Options
Thermal Insulation
Fits neighborhood
Ability to customise
Ease of Renovation
Fits desired status
Possibility of Style C hange
C urb Appeal Up-C lose Appearance
Product Information
Service
Standards & C ompliance
Low Maintenance
Value
Affordability Resale Value
Possibility of C olour C hange
Performance
Quality
Product guarantee & support
Holds Up Over Time / Reliable
Workshop Categories Appearance
Durable
Value User Requirements Performance
On-Site Handling
Weather & Wind Tested
Ease of Handling Workability of material
Quality
Product Weight
Durable
Performance Product Documentation
Value
Service
Product Offer
On demand delivery
Use of C hemicals
C ertification / Accreditation
Product Range
Initial C ost
Product Support
Environmental Impact
Standards & C ompliance
C ompatibility with other products
Margin on product
Training
Waste Management
C atalogues
Manuals
'Green' C ertifications & C ompliance
Flexibility System C ompatibility
Skill required to install
Lead time on purchase
Speed of Installation
Warranty
Sustainability
Service Environmental
Ease of storage Disposal
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Customer Workshops These interactive discussions were structured discussions with a mix of builders, contractors, specifiers & end consumers. There were 4 customer workshops, 2 in each region (Portland and Baltimore) with 48 participants in all. A special set of customer cards were used to make the sessions more interactive and enable us to log ideas in addition to transcripts.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Transcription summary – Rockville 041206 A
Outcomes • Coordinated 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
Recording #: Group A Workshop Code: 1406-03-0412A Location: Rockville, MD Source: Berit Land Nielsen Workshop 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 products. 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 appearance 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 Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Structured Site Visits • New Construction • Remodelling • Large Production Developments • Smaller Custom Builders • Insight into preferred home styles • Builder/contractor preferences
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
On-line Survey Target: Builders, Contractors, Specifiers & End-Consumers Target Regions: North West/North East 250-500 respondents Ranked all finalised customer requirements from 1-5 On-line survey conducted by NAHB and instructed in by research team.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
Research Definition
Initial Research
Field Research
02.2
02.3
Product Research
Communicate
WEATHER RESISTANCE Dimensional Stability
Technical Requirements The technical requirements were established through internal team meetings. The companies drive this aspect and it represents the measurable factors that relate to the product.
Coat functionality/Durability (Yrs) Decay - ASTM log type scale (1 to 10)
mm/% Yrs
mm TBA TBA
Weather Tightness Wind Resistance
TBA TBA
Product Weight Resilience Shear Load Bearing Load(Vertical) Property Loss Movement of Board Wind Uplift Nail Holding Power Strength in Joints
Perm Rating CHEMICAL & COMPOSITION Moisture Conductivity Moisture Content LOSP Active Retained Solvent Level Fire Resistance
x
x
x
x
x
x x x
x x x
ASTM (1-10)
Tolerance over Life (Movt in mm) Property Loss UV Resistance
Weather Resistance Mould/Fungal Resistance Wind/Hurricane Grade MECHANICAL Compressive Tensile Shear Out of Plane Load Impact Resistance (Drop test)
x
TBA TBA 1-5
TBA N Kg/p/m2 MOE/MOR SCT KG/p/m2 %/Yrs mm/Yrs TBA TBA ASTM: D4688-99
x x x
x
x x
x
x x x x
x x x x
x
x
x
x
x
x
x x x x x x
x x x x x
x
x
x
x
0-1 g/h.m2 Diffusion Rate gmH20/p/100gm Wood
varying degrees of temperature, moisture, pressure, or other stress. Depends on which system we use or whether we use Stain or Pigment finish. Bernard Dawson to define this. (ASTM D2017-05 Standard Test Method of Accelerated Laboratory Test of Natural Decay Resistance of Woods) Need to define current level, as yet undefined. Unit of measure undefined currently degradation from UV exposure Resistance to water penetration under driving rain and deluge conditions.
x
x
x
x
x x
x x
x
x
We do not currently have a measure of this, and recommend further work to create one. Could be covered by the perm rating
Maximum compression stress before failure Maximum tensile stress before failure Maximum shear stress before failiure Protects from damage, but leave as is, need to benchmark current product Currently very good, and would not matter if product improvement resulted in minor increase The maximum energy per volume that can be elastically stored in a material. [Ur]
Loss of mechanichal properties over time, or due to
ASTM: D4688-99 Standard Test Method for Evaluating Structural Adhesives for Finger Jointing Lumber 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
Standard NZS3617 Specifies No less than 14% and no more that 18%
D2898-94(2004) Standard Test Methods for Accelerated Weathering of Fire-Retardant-Treated Wood for Fire Testing D1360 98 Standard Test
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Technical Prioroties Weighted - End Consumer Weighted - Professional Weighted - Combined
0 0 0 9 3 0 3 0 0 9 3 1 0 0 1 0 0 3 9 0 9 0 0 0 0 0 0 0 0
0 0 0 9 3 0 3 0 0 9 3 1 0 0 1 0 0 3 9 0 9 0 0 0 0 0 0 0 0
0 0 0 9 3 0 3 0 0 9 3 1 0 0 1 0 0 3 9 0 9 0 0 0 0 0 0 0 0
0 0 0 9 3 0 3 0 0 9 3 1 0 0 1 0 0 3 9 0 9 0 0 0 0 0 0 0 0
0 0 3 0 3 0 0 0 0 9 9 0 0 3 9 9 9 9 0 0 0 0 0 0 0 0 0 0 9
0 0 3 0 0 0 0 0 0 3 0 0 0 1 0 9 0 0 0 0 0 0 0 0 0 0 0 0 9
3 0 0 9 9 0 9 3 0 9 9 1 0 9 0 9 3 9 0 0 9 0 3 0 0 0 3 0 0 25
9 0 0 9 0 0 3 3 0 9 0 0 0 9 0 0 9 9 0 0 3 0 0 0 0 0 0 0 0
0 0 3 9 3 0 9 1 0 3 0 0 9 0 3 9 0 3 9 3 9 0 0 0 0 0 0 0 0
9 0 3 3 9 0 1 3 0 9 3 1 0 9 0 3 0 3 1 0 9 0 0 0 0 0 0 0 0
50
50
50
50
72
97
63
73
3.78%
3.78%
3.78%
3.78%
5.44%
7.33%
4.76%
5.52%
222
222
222
222
325
106
432
280
324
3.84%
3.84%
3.84%
3.84%
5.60%
1.82%
7.45%
4.84%
5.59%
217
217
217
217
308
100
417
273
317
3.84%
3.84%
3.84%
3.84%
5.46%
1.77%
7.39%
4.84%
5.62%
221
221
221
221
319
104
427
278
322
3.84%
3.84%
3.84%
3.84%
5.55%
1.81%
7.43%
4.84%
5.60%
0 0 0 0 0 0 0 1 0 0 0 0 0 3 1 0 0 1 1 0 0 0 0 0 0 0 0 0 9 66
0 1 0 9 0 0 3 1 0 0 0 0 0 3 1 0 0 3 1 1 0 0 0 0 0 0 0 0 9
0 9 0 0 0 0 0 0 0 0 1 3 0 0 0 0 0 0 3 3 0 9 9 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 9 0 0 0 0 0 0 0 0 0
0 0 0 3 0 0 3 0 0 0 0 0 0 0 3 9 9 3 9 0 0 0 0 0 0 0 0 0 0
0 0 0 3 0 0 3 0 0 0 0 0 0 0 3 9 9 3 9 0 0 0 0 0 0 0 0 0 0
1 0 0 3 0 0 9 0 0 3 0 0 0 0 0 9 1 3 0 0 3 0 0 0 0 0 0 0 0
0 0 0 0 0 0 3 0 0 9 0 0 0 9 0 3 0 9 0 0 0 0 0 0 0 0 0 0 0
16
32
46
30
9
39
39
32
4.99% 1.21%
2.42%
3.48%
2.27%
0.68%
2.95%
2.95%
2.42%
136
194
130
35
178
178
143
2.35%
3.35%
2.25%
0.61%
3.08%
3.08%
2.46%
290
68
5.00% 1.17%
64
4.94% 1.13%
279
134
195
128
37
171
171
139
2.38%
3.45%
2.27%
0.66%
3.03%
3.03%
2.46%
67
135
194
130
36
176
176
141
4.98% 1.16%
2.36%
3.38%
2.26%
0.62%
3.06%
3.06%
2.46%
286
33
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
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0
0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 9 0 9 0 0 0 9 0 0 0 9 0 3
0 0 3 0 0 3 0 9 9 0 0 9 0 0 0 0 0 0 0 0 0 9 9 0 0 0 3 0 0
0 0 3 0 0 1 1 9 9 0 3 9 0 0 0 0 0 0 0 0 0 3 3 0 0 0 0 0 0
0 0 0 0 3 0 1 9 3 0 0 9 0 1 0 0 0 0 0 0 9 0 0 0 0 0 9 0 0
0 0 0 0 3 0 0 9 3 0 0 9 0 3 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0
Use &
0 0 3 3 0 3 0 9 9 0 0 1 0 0 0 0 0 0 0 3 0 9 9 0 0 0 0 0 0
Allowable installation time
Installation Time (Hrs/p/M2)
Total cost of Maintenance
Total Cost
Material Cost 0 0 1 0 0 0 3 9 9 0 3 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Estimated Cost of Ownership
Installation
Installation Cost (Total)
Cost
Retained Solvent Level
Active ingredient
Fire Resistance
Pest/Termite Resistance
Mould/Fungal Resistance
Preservatives
Water Uptake
Moisture Content
Resilience 0 1 0 0 0 0 0 1 0 0 1 0 0 9 0 0 0 3 0 0 0 3 9 0 0 0 3 0 0
Moisture Conductivity
Chemical & Composition
Product Weight
Strength in Joints
Nail Holding Power
UV Resistance
Seasonal movement
Decay - ASTM log type scale
Mechanical
Coat Durability (Yrs)
Wind/Hurricane Grade
Weather Tightness
Initial distortion - crook
3.99 4.29 3.85 4.22 4.11 4.12 4.39 4.47 4.25 4.36 4.67 4.18 4.63 4.63 4.72 4.46 4.58 4.66 4.52 3.99 4.48 4.14 4.04 4.24 3.84 4.45 3.95 4.37 3.82
Initial distortion - cup
3.99 4.27 3.97 4.43 3.88 4.08 4.41 4.39 4.24 4.27 4.53 4.33 4.55 4.44 4.63 4.27 4.38 4.49 4.38 4.16 4.26 4.20 4.12 3.94 3.64 4.11 3.92 4.26 3.62
1995-2005
Life Span
Initial distortion - bow
Combined Weighting
3.99 4.30 3.80 4.12 4.23 4.14 4.38 4.51 4.26 4.40 4.74 4.11 4.67 4.71 4.77 4.55 4.68 4.74 4.58 3.91 4.58 4.11 4.01 4.38 3.94 4.62 3.96 4.42 3.92
Initial Distortion - twist
Professional Weighting
Natural looking Solid looking material Design Flexibility Curb Appeal Colour Options Design/Style Options High Quality Finish Cost effectiveness Competitive cost Warranty Quality Perception of value Reliability Longevity Weather tightness Climate tolerance Decay resistance Durability Stability Paintable/holds paint Low maintenece Ease of installation Ease of on-site handling Low level of toxicity Sustainable resources Energy efficency Waste reduction Safe for workers/owners Certifications & Accreditations
End Consumer Weighting Environmental
Performance
Value
Appearance
Weather Resistance
0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
1 0 0 3 3 0 3 9 3 3 9 9 3 9 1 1 1 9 0 0 0 0 0 0 0 0 0 0 0
37
34
54
41
44
30
49
3
2.80%
2.57%
4.08%
3.10%
3.33%
2.27%
3.70%
0.23%
0
13
161
147
225
174
189
131
204
14
2.61% 0.00%
0.23%
2.78%
2.54%
3.88%
3.01%
3.26%
2.26%
3.52%
0.23%
2.49% 0.00%
152
0
2.56% 0.00%
145
12
156
147
227
176
185
129
207
13
0.21%
2.75%
2.61%
4.03%
3.11%
3.28%
2.28%
3.66%
0.23%
0
13
159
147
226
175
188
130
205
13
2.60% 0.00%
0.22%
2.77%
2.56%
3.92%
3.04%
3.27%
2.27%
3.56%
0.23%
149
5 5 5 5
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Challenges for timber products • Durability & maintenance • The ‘poor perception’ of timber and the sustained loss of market share
Regional opportunities • Opportunity 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 Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
Sustainable opportunities • Exploit 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 sector • Target 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 Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
What drives & motivates the users? • A focus on function
Networking Groups
• Pragmatism
i.e. Builder’s Top 20 groups or other networking forums
• Crucial to establish credibility
• Reliability & durability of product • Availability of product • Handling on-site, easy to install • ‘Business friendly product’
t ai ls
Builder Contractor Specifier
Recommendations from colleagues, contractors etc
ati m g a Pr
c
ty ali e R
Co st
Major venue for product and material trends. i.e. NAHB International Builders Show
Trade Shows
Key Requirements
Word-of-Mouth
De
Easy way to stay on top of new materials and trends
Internet & Trade Magazines
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
What drives & motivates the end consumers? • Feelings & emotions • Perceptions
TV Shows & Trend Magazines
• Tradition & Heritage
DIY & home remodelling shows are more popular than ever
• Perceived value
• Longevity • Low maintenance • Value for money • Reliability, trust & guarantees
ion
ed s
The consumer is much more educated and will source specific information through the internet
Pe
t ep rc
End Consumer s ion
ot Em
Va lue
s
The building industry directs the customer’s choices, in the same way as the customer influences the industry
Industry Trends
Key Requirements
Internet
Ne
Tradition & heritage are playing a large part in product selection
Tradition & Heritage
• Health & environmental concern
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
The final result • Product 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 Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
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 Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
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 Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products
01 Planning and Clarificatio n
02 Research
01.1
01.2
02.1
02.2
02.3
Research Definition
Initial Research
Field Research
Product Research
Communicate
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.
Compass Research Project Project : Compass - PMA Presentation Presenter : Tony Clifford, CEO - Pacific Wood Products