Revealing Research

You have a great product and want to launch a new campaign, but casting a wide net may not yield the kind of results you might expect. We understand the importance of insight into the marketplace and the customer. We also realize the complexities of messaging and the importance to pre-testing a campaign to be sure it is right.  Whether primary or secondary, quantitative or qualitative, market research mitigates risk and improves the metrics for success.

Hispanic Americans

Hispanic Americans are the nation’s second largest ethnic group following non-Hispanic White Americans. They make up 15.1 percent of the U.S. population and are the largest minority group in the U.S. A group of nearly 46 million, Hispanic Americans also represent rapidly increasing purchasing power -- $1.1 trillion with projections of $12.4 trillion by 2011 -- a 287 percent growth from 1990.

For those in the home and commercial building products channel, Hispanic Americans are an emerging buying group with both population and purchasing power on their side – more so than any other minority group in the U.S. including Asian, East Indian and Italian Americans.

Although the Hispanic segment is smaller than the general population, the spending threshold is greater than ever before. In addition, numerous studies of the past and current recessions determined that immigrants are not as affected by recessionary trends as the general market population. They are also much more likely to own a home now than at any time in the past and as a whole, are less affected by the recent downturn in homeownership.

K&A’s Marketing to Hispanic Americans White Paper defines this group – who they are and how their families are coping with new attitudes and changing economic realities. Most importantly, it outlines their increased influence in the home and commercial building products channel, their motivating factors and purchasing habits, and how to target them to increase your bottom line.  

Click here to download your free copy of K&A’s latest market research.   

Millennials

Focusing on Millennials as a profitable consumer demographic may be just the solution for housing and remodeling market professionals looking to come out from under the two-year housing slump.  This group can be a significant catalyst for your brand to rebound and move forward -- if you just understand what makes them tick.

A consumer group of some 80 million, the Millennials cover an age span of 21 years and include consumers in their upper 20s with money to spend. They are first-time homebuyers, and may be the most avid adapters of new technology and ecological products in the marketplace. 

Due to new federal legislation passed this year,  the Millennials are best poised to enter the lackluster housing and remodeling market with numerous unprecedented advantages:

  • Falling home prices
  • Historically low mortgage rates
  • An enormous federal tax credit for first-time homebuyers ($8,000)
  • A 30 percent energy tax credit (up to $1,500) for energy saving projects

What’s more, how and where Millennials choose to live is the single most important factor in shaping America’s housing market over the next two decades.

K&A’s Millennials White Paper examines this demographic’s role in the home environment, their motivating factors, purchasing habits and how to reach them. Click here to download a free copy of K&A’s Millennials White Paper.

Outdoor Living Update
With predictions of a revitalization of the housing market in the next two years, outdoor living maintains its popularity. K&A's updated Outdoor Living white paper analyzes the overall popularity of the outdoor living phenomena in residential environments from 2005 to the first quarter of 2009.

This white paper highlights homeowners’ motivating factors employed in their desire for Outdoor Living spaces, prominent product features and design trends, primary demographics and subsequent opportunities for housing professionals. Click here to download your free copy of this research.

Kleber IQ Update
An economic and housing upturn is lurking somewhere in the future. The hope is that with new government plans and economic resources in place that it could be sooner rather than later. As we all look with eagerness to the lower end of the time spectrum for the upward swing, we must also keep the facts close in mind to be certain that our brands are well positioned for when the forward motion begins to take hold.

This white paper discusses expert views on the overall economic and housing crises, marketplace potential, government plans designed to revitalize the economy and housing market, an overview of the best and worst off housing markets positioned for resurgence, and lastly, a summary of what all of this means for housing professionals and how business leaders can overcome a challenging marketplace. Click here to download your free copy of this research.

Ruppies
The generation that defined America in multiple ways is out to do it again. Their next stop? Retirement. Ruppies--retired urban professionals--are active mature adults and predominantly affluent empty nesters. They are one of the most lucrative and web-active audiences today. Our latest white paper provides both a demographic review of Ruppies and most importantly, offers tips on how to get their attention and gain their allegiance. Every eight seconds, someone is turning sixty. And their purchasing power is growing as fast as their ranks. Click here to download your free copy of this research.

Missing Males
This study explores the influence of the under-targeted male population and the opportunities for gaining market share with this group. As many marketers reach out specifically to women, men in turn, have been somewhat lost in the shuffle; even being negatively represented in some marketing campaigns. Our research reveals what motivates this demographic as well as innovative ways to reach them with marketing efforts that will garnish increases in sales. Click here to download your free copy of this research.

Think Global, Act Local: What's Your Kleber IQ?
The housing market's current state of affairs is of grave concern. Virtually everyone is touched by this unfortunate and far-reaching development. Perhaps feeling the biggest pinch are those most directly affected by the housing market such as builders, remodelers, mortgage lenders and home product manufacturers. Our study uncovers the hidden jewels among the seemingly bleak economy by exploring areas such as job availability, income, housing and remodeling starts, and more. Click here to download your free copy of this research.

Emerging Homeowner white paper
Our white paper reveals a new generation of homeowners that are beginning to change the ways homes are designed, built and improved. As marketers begin to realize the power of this new generation, it will be critical for them to gain knowledge on their attitudes, behaviors and lifestyles. This study arms marketers with these insights, leading them to the development of successful relationships with this important generation of homeowners. Click here to download your free copy of this research.

Outdoor Living white paper
Outdoor living is no longer a niche market—it is a multi-billion dollar industry that shows no signs of slowing down. Our white paper provides valuable insights for companies looking to increase their market share in the outdoor living products and services channel. Click here to download your free copy of this research.

CPO: Chief Purchasing Officer white paper

It’s no secret that consumer focused companies are re-aligning their attention to female markets. An increasing number of women control the family purse strings; major household purchase decisions are made by women, or, if married, with their spouse or significant other. Who are these women? And what do they look like as consumers? How do they go about making purchasing decisions? We call these economic influencers the family “Chief Purchasing Officer” or CPO. Click here to download your free copy of this research.

Check out what our focus groups had to say.

Click here to receive a free copy of any of these white papers or to find out more about our current research.