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How IHA members have used HIP online bulletin board focus group research to aid in decision-making
A kitchen tool and gadget manufacturer was evaluating the feasibility of entering into a licensing agreement with a major brand of cookware and wanted to gain a thorough understanding of the cookware market before making a licensing decision and entering into licensing negotiations. The HomeTrend Influentials (HIPsters) were asked a battery of questions about recent cookware purchases, plans to purchase cookware, favorite cookware brands and attitudes towards various cookware brands.
A manufacturer of plastic food storage containers had to make a decision whether to proceed into development of an advertising campaign to boost awareness. The HomeTrend Influentials (HIPsters) were asked to visit the manufacturer's web site to learn about the company and the company's products. They were then asked whether what they had learned about the company and its brands would have any influence on what they would buy if they were purchasing plastic food storage containers. They were also asked whether, after visiting the web site, they would be more or less likely to buy the company's food storage containers instead of Rubbermaid, Tupperware, or another brand.
An inventor of a new small kitchen electric appliance wanted to determine market potential for his new invention so that he could decide whether or not to proceed with the development of a prototype. The HomeTrend Influentials (HIPsters) were asked whether they were consuming a particular type of food more or less often than they had two years prior and whether they anticipated consuming that food more or less often in the coming several years. Then they were asked how likely they would be to purchase an electric appliance to make that food and what price they would expect to pay.
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