Focus Groups & Quantitative Research for Mohawk Flooring

Mohawk, the largest flooring company in North America, was looking to alter their business model from solely B2B and explore direct B2C sales.  As this was the first time the company had looked to sell to consumers directly, they wanted to understand how contractors, designers and DIY consumers navigated the category. Flooring is a just a small piece of the overall home renovation market, so we took both a quantitative & qualitative approach to gauge the market.

• Focus Groups:  We conducted focus groups with their 3 priority audiences (contractors, designers, DIY consumers) across major US markets (Georgia, California, Texas and Florida) and spoke directly with consumers about their motivations and purchase decisions.  This also allowed us the opportunity to present consumers with branding and store designs to gauge early impressions and feedback.

• Quantitative Research:  In order to understand the motivations of the “home renovation” category, we conducted a large scale North American online quantitative study to better gauge interest, size of market and profit potential in various states / provinces.