Enhancing Roofing Component Offerings

Our Approach:

We utilized a quantitative research strategy, focusing on MaxDiff evaluations across different categories of roofing components. This method enabled us to uncover feature preferences, assess the willingness to pay, and prioritize components that would resonate most with professional roofing contractors and decision-makers. Through the use of advanced survey techniques such as MaxDiff, Ranking, and Feature Prioritization, we gathered robust insights into how stakeholders in the roofing industry approach product selection and evaluation.

Research Methodology

1.   Screening & Demographics
We targeted a sample of 500 professionals (n=500) who are actively involved in selecting and purchasing roofing components. The survey was conducted across the USA and Germany, ensuring broad regional representation of professionals in the roofing and construction industries.

2.   MaxDiff Analysis
The MaxDiff exercise was central to understanding the most important attributes for decision-making. This involved evaluating the features of roofing components like vents, shingles, and underlayment types to determine the most critical factors when choosing a brand.

Key findings: 

• Self-adhered underlayment and mechanically attached underlayment were identified as the most crucial roofing components, with significant preference for durability and installation ease.
• Features such as cost-effectiveness and performance played a critical role, but installation time and material compatibility were also significant considerations. 

3.   Feature Prioritization & Ranking
Survey respondents were asked to rank various roofing component attributes to assess their relative importance. This exercise allowed us to establish a clear hierarchy of preferences, revealing that performance, installation ease, and durability were prioritized across all roofing component categories.

4.   Willingness to Pay
We also tested the willingness to pay for premium features such as advanced protection and extended warranties on roofing components. This provided the manufacturer with valuable information on price elasticity and helped refine the pricing strategy for their product lines.

Results & Impact

The insights garnered from this study allowed the roofing component manufacturer to:

Sample Framework

• Sample Size: n=1000 professionals (USA and Germany)
• Timelines: 2-3 weeks for survey distribution and data collection
• Target Audience: Roofing contractors, builders, general contractors, architects, and engineers involved in the purchase and installation of roofing components, specifically focusing on those with purchasing authority in residential and commercial projects. 

Quotas:

• 500 participants per country (USA and Germany)
• Specific quotas for asphalt-only, non-asphalt, and mixed roofing materials segments, ensuring diverse representation across roofing component types.

Conclusion

Through this quantitative MaxDiff evaluation, our client was able to make data-driven decisions regarding product features, optimize their pricing strategy, and enhance their marketing communications. This approach not only informed their product development efforts but also provided a clear competitive advantage by aligning their offerings with the specific needs and preferences of roofing professionals across key regions.