Compass A Design Research Project

The Compass Project

Subject: Compass Research Presentation

Presenter: Tony Cliffo

rd, CEO - Pacific Wood Products

Prepared by: Timothy Allan, Karoline Jonsson,

Tony Clifford, John Gifford

Date : 11/10/07

Compass Research Project

Research Team

Locus Research

Timothy Allan

Karoline Jonsson

Blythe Rees-Jones

Scion

John Gifford

Barbara Nebel

Berit Land-Nielsen

Contents

The Background

The Process

A Collaboration

The Timeframe

Research Definition

Initial Research

Field Research

Product Research/Framework

Communication

Project : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products

Compass Research ProjectProject : Compass - PMA PresentationPresenter : Tony Clifford, CEO - Pacific Wood Products

Joint Marketing Need for Research Guardian Study Compass Project

The initial concept was to cooperate with promotions in export markets.

This resulted in the discussion around the need for research to define what the messages would be and how to promote it.

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.

The ‘Compass’ project concept was built to leverage the approach prototyped in Guardian to conduct a similar study in the US market.


PR

OJE

CT

INIT

IAT

ION Clarify

Communicate

Ideas

Forecast

Possibilities

Life cycle supply chain

model (in GABI)

Define customer

importance (weighting)

QFD markets

Priorities

Visualise PLC & supply

chain (contribution)

& 2D & 3D

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

Questionnaires

Life cycle & supply chain model

data

Final customer REQ’s

Final technical REQ’s

Investigate supply chain

Literature search

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

Define product scope

Define market/regional

scope

Define method and

detail approach

Define team

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research

02 Research01 Planning and Clarification


0 200

km

N

Collaboration was essential to the development and execution of the project.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research

02 Research01 Planning and C larification

July 2006 October 2006 March 2007 June 2007

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.

Environmental assessments and supply chain investigations were done in this phase.

Final documentation and insights were a significant component of this phase.

Tackling how to use the results within each company is something that we will have to work at.


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.

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


The initial investigation was broken into three key areas.

The Context•

The Product•

The Consumer•


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



NewConstruction

& Remodelling

Production Builders

Custom Builders

Technical Specifiers

Architects

PrimaryUser

Groups

New Construction

Builders

Sub Contractors

Specifiers

End Consumers

Semi-Custom Builders

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Defining the customer & user groupsProvided a critical summary of the key groups we needed to target within the US market. This includes both users and specifiersof the product.

An important grouping for our products.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


West

Pacific

Mountain

South

South Atlantic

East South Central

West South Central

Midwest

East North Central

West North Central

Northeast

New England

Middle Atlantic

WA

OR

CA

NV

ID

MT ND

WY

UT CO

SD

NE

AZ NM

TX

KS

OK

MN

IA

MO

AR

LA

MS AL

TN

FL

GASC

NCKY

IL

WI

IN

MI

OHWVVV

VA

PA

NY

VTNH

MEMA

RI

CT

NJ

DE

DC

MD

Defining the key regionsThere are distinct regions within the US which are made up of multiple states. These formed a key reference throughout the study.

This map became a repository for information.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Geo Bibliography Project: Compass Document #: 1406-02-000Subject: Regional Definition Client: 1406Source: Karoline Jonsson Client Manager: John GiffordReviewed By: Timothy Allan Date:24/10/2006 11:47:00 a.m.

Revision date: 24/10/2006 1:51:00 p.m.Revision: 1

Housing

Total New Home Construction by Region 2005US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06.http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf

Growth in One-Family House Starts 1995-2005US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06.http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf

Average Home Price per Region – Move Up Homes‘Staying competitive in today’s home building industry – US homebuilder survey’, Deloitte and McGraw Hill Construction, 2006http://www.construction.com/AboutUs/2006/HombuildersSurvey.pdf

Average Home Price per Region – Luxury Homes‘Staying competitive in today’s home building industry – US homebuilder survey’, Deloitte and McGraw Hill Construction, 2006http://www.construction.com/AboutUs/2006/HombuildersSurvey.pdf

Household Expenditures for Residential Improvement 2000-2005US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005http://www.census.gov/const/C50/table_s3.pdf

Growth in Household Expenditures for Residential Improvement 2000-2005US Census, ‘Expenditures for owner-occupied one-unit properties by selected characteristics: 1993 to 2005http://www.census.gov/const/C50/table_s3.pdf

People

Population Growth 2000-2005US Censushttp://www.npg.org/yearmap.html

Average Annual Migration Rate 2000-2004US Census, ‘Domestic Net Migration in the United States: 2000 to 2004’, Issued April 2006http://www.census.gov/prod/2006pubs/p25-1135.pdf#search=%22net%20migration%20US%22Average Median Household Income per State 2005US Census, ‘Income 2005: Two-year-average median household income by state: 2003-2005”http://www.census.gov/hhes/www/income/income05/statemhi2.html

Change in Median Household Income per State 2005US 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

Support for ‘Green Building’SM, Sabrina Morelli, The Green Building Council, 20/09/06

Wood

Preference for Wood as the primary choice of Exterior Cladding 2005US Census, ‘Characteristics of New One-Family Houses Completed’ 1973-2005. 01/06/06.http://www.census.gov/const/C25Ann/sftotalexwallmat.pdf

Hot Spots

Local Chapters of the US Green Building CouncilThe Green Building Councilhttp://www.usgbc.org/DisplayPage.aspx?CategoryID=24

Leading cities with city-owned LEED projects and buildingsBuildings Magazine

Areas with the largest Rate of Immigration 2004US Census, ‘Domestic Net Migration in the United States: 2000 to 2004’, Issued April 2006http://www.census.gov/prod/2006pubs/p25-1135.pdf#search=%22net%20migration%20US%22

Identified Hot Spots of the Urban MarketThe National Association of Home Buildershttp://www.nahb.org/news_details.aspx?newsID=2704&print=true

Single-Family House Permits 2005 - Top 10 Metropolitan AreasUS Censushttp://www.census.gov/const/www/C40/table3.html

Multi-Family House Permits 2005 - Top 10 Metropolitan AreasUS Censushttp://www.census.gov/const/www/C40/table3.html

Total New Home Construction by Region 2005The diagram is illustrating number of single-family homes constructed and completed during 2005. Orange areas are indicating high development levels. Source: US Census 2005

760

132

437

307

(thousands of units)

High

Low

WA

OR

CA

NV

ID

MT ND

WY

UT CO

SD

NE

AZ NM

TX

KS

OK

MN

IA

MO

AR

LA

MS AL

TN

FL

GASC

NCKY

IL

WI

IN

MI

OHVVWVVVVVV

VA

PA

NY

VTNH

MEMA

RI

CT

NJ

DE

DC

MD

Data Driven Geographic Maps (32 variant data sets ~ referenced)


Pacific

MountainWest North Central

East North Central

South Atlantic

West South Central

East South Central

Middle Atlantic

New England

WAWWWWWWWWWWWW

OROOO

CA

NV

IDIII

MT ND

WYWWW

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SD

NE

AZAZZAZAZZ NMNNNNNNNN

TX

KS

OKOKOKOK

MNNMMM

IAIAIA

MOMOMOMO

ARARAR

LA

MS AL

TNTNTNTN

FLLLLFLLLLLFLLLLFLLLLFLLLLFLLFLLLLFLFLLFLLFLLFLLFLLLFLLLFLLLFLLLFFFFFF

GAGGGGGGGGGGGGGGGGGGGGGSCSCSCSC

ENCCCCKYKYYKY

ILILILIL

WI

ININNIN

MI

OHVWVVVVVVV VAVAVAVA

PAA

NYYYY

VTNH

MEMEMEMEM

N w EngRI

CT

NJ

DEM

DCentraentraCe

MDDEDEM

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.

Stucco completely dominates the

Southwestern regions, with a market share of

over 60%.

The West and the South regions are not only strong in new construction, but are also

leading the remodelling market.

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.

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.

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.

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.

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.

NC

OHWV

VA

PA

NY

VTNH

ME

DCMD

Washington DC

Richmond

Virginia BeachNewport News

PhiladelphiaPittsburgh

Allentown New YorkOyster Bay

BuffaloRochester Providence

BostonManchester

Waterbury

Selected Region 2

Pacific

NV

ID

U

WA

OR

CACA

Seattle

Portland

San Francisco

San Jose

Stockton

Sacramento

Redding

Eugene

Salem

TacomaYakima

Spokane

Selected Region 1

Important Not importantHotspotsKey

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


All data layers combinedto create a visual view of statistics. Enabled regionalselection to be effective.


Establish contacts •

Framework for main • research trip

Qualitative information•

Defined customer requirements•

On-site interviews (Site visits)•

Practical take on the context •

From NZ to the US

Quantitative•

Defined importance (rating) • of Customer requirements from workshops.

Initial Research Trip In-depth Research Trip

e

On-line Survey

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Scoping trip to investigate the situation.and define the regions.

Customer Workshops with 48 participants in two key regions.

Questionnaire with 350 Respondents from selected Regions

A journey to understand the US market and its consumers.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Targeting the right

information

Trade

Merchants & Distributors

Suppliers

Retail

Production Builders

Custom Builders

Architects/Specifiers

NAHB, Oregon State UniversityResearch

Environmental US Green Building Council

Regulatory International Code Council

Initial Research TripThis trip sought to meet with key groups that could assit with the research and give us a clearer insight into the US market.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


An Industry InsightVisits to the supply chain and key knowledge holders was supplemented with visits to large scale developments.


Title: Customer Requirements

Subject: Product Framework

Project: 1406

Author: Karoline Jonsson

Date: 04/09/06

Document Format: A4 Landscape

Action List:

1. Group these requirements into categories to give the

variables some structure.

Key Notes:

1. This is an unstructured group of customer requirements.

That will be used to formulate the basis for the customer

requirements list for the product fra

mework

Appearance

Value

Durability

Low

Maintenance

Life span

VersatilityWarranty

Possibility of

Style Change

Possibility of

Colour Change

Ease of

Installation

Disposal

%

Recyclable

Waste

Waterproofing

Weather

(Hurricane)

Protection

Decomposition

Time

Appeal

Performance

Resale Value

Cost of

Renovation

Level of

Customization

Finishing

needs

Installation

Time

Installation

Cost

Cost of

'Parts'

Ease of

Renovation

Remodeling

Options

Need for

Renovation?

Fits style of

House

Up-Close

Appearance

Fits

neighborhood

Fits desired

status

'Holds up

over time'

Stability

Quality

Cost

Surface

Options

Profile

Options

Painting

Required?

Energy

Efficiency

Trim &

Accessories

Termite

Resistant

Delivery

Time

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Research PreparationA significant amount of work was done after the first research tripand ahead of the second research trip to finalise the selection of the key areas and to set up the customer workshops. A critical aspect was defining a structure for the customer workshops.

irem

ctur

Low

Maintenance

Wa

Coss

enoo

neigg

sireeus

'oo

Quality

DelTi

orkshops. A critical aspect er workshops.

Title: Customer Requirements

Subject: Product Framework

Project: 1406

Author: Karoline Jonsson

Date: 04/09/06

Document Format: A4 Landscape

Action List:

1. Group these requirements into categories to give the

variables some structure.

Key Notes:

1. This is an unstructured group of customer requirements.

That will be used to formulate the basis for the customer

requirements list for the product fra

mework

Appearance

Durability

Low

Maintenance

Life span

Versatility

Warranty

Possibility of

Style Change

Possibility of

Colour Change

Ease of

Installation

%

Recyclable

Waste

Waterproofing

Weather

(Hurricane)

Protection

Decomposition

Time

Appeal

Performance

Resale Value

Cost of

Renovation

Level of

CustomizationFinishing

needs

Installation

Time

Installation

Cost

Cost of

'Parts'

Ease of

Renovation

Remodeling

Options

Need for

Renovation?

Fits style of

House

Up-Close

Appearance

Fits

neighborhood

Fits desired

status

'Holds up

over time'

Stability

Quality

Cost

Surface

Options

Profile

Options

Painting

Required?

Energy

Efficiency

Trim &

AccessoriesTermite

Resistant

Delivery

Time

Pre

Purchase

Life

Disposal

Value

AestheticsInstallation

Renovation

UseResale

aste

st:se r

me s

MM

Life

Disposal

Use Value

Service

Sustainability

The Customer's Requirements

Safety /

Protection

Comfort

Options

Appearance

Curb Appeal

Up-Close

Appearance

Fits Style of

House

Ability to

Customise

Possibility of

Style Change

Possibility of

Colour Change

Low

Maintenance

Noise

Reduction

Thermal

Insulation

Warranty

Quality

Holds Up Over

Time / Reliable

Life span

Cost of

Ownership

Affordability

Ease of

Installation

Ease of

Maintenance

Ease of

Renovation

Environmental

Impact

Fits

Neighborhood

Fits Desired

Status

Durable

Weather &

Wind Protection

Pest Protection

Fire Safety

Resale Value

Disposal

Performance

Standards &

Compliance

Product

Specification /

Information

Climate /

Geography

SuitabilityColour Options

Style Options

Shape Options

Certifications

Ease of

Renovation

Product

guarante &

support

Product

Information

In Store

Display

Advertisement

Internet

Information

Service

Sustainability

Ease of

Installation

Ease of

Maintenance

Ease of

Renovation

Environmental

Impact

Disposal

Certifications

Product

guarante &

support

Product

Information

In Store

Display

Advertisement

Internet

Information

Appearance

Curb Appeal

Up-Close Appearance

Fits Style of House

Fits Neighborhood

Fits Desired Status

Design OptionsColour Options

Style Options

Shape Options

Ability to Customise

Possibility of Style Change

Possibility of Colour Change

Comfort

Low Maintenance

Noise Reduction

Thermal Insulation

Ease of Renovation

Safety / ProtectionWeather & Wind Protection

Pest Protection

Fire Safety

Value

Warranty

Life span

Cost of Ownership

Affordability

Resale Value

Performance

Standards & Compliance

Product Specification / In

formation

Climate / Geography Suitability

Quality

Holds Up Over Time / Reliable

Durable

Service

Ease of Installation

Ease of Maintenance

Ease of Renovation

Product guarante & support

Sustainability

Environmental Impact

Disposal

Certifications

Product InformationIn Store Display

Advertisement

Internet Information

Customer Requirements


Curb Appeal

Up-C loseAppearance

Fits Style of house

Fits neighborhood

Fits desired status

Weather &Wind Protection

Pest Protection

Fire Safety

Warranty

Life span

Cost ofOwnership

Affordability

Resale Value

Quality

Holds Up OverTime / Reliable

Durable

Standards &Compliance

ProductSpecification /Information

Climate /GeographySuitability

Ability to customise

Possibility of Style Change

Possibility of Colour Change

Colour Options

Style Options

Shape Options

EnvironmentalImpact

Disposal

Certifications

Low Maintenance

Noise Reduction

Thermal Insulation

Ease ofRenovation

Ease ofInstallation

Ease ofMaintenance

Ease ofRenovation

Productguarantee & support

In StoreDisplay

Advertisement

InternetInformation

End Consumer Requirements

Appearance Options Comfort Safety Value Performance Service Sustainability Product Information

User Requirements

Service ProductDocumentationSustainabilityValueFlexibilityOn-Site

Handling

Ease ofHandling

Skill requiredto install

Ease of storage

Workability ofmaterial

Product Weight

Speed ofInstallation

Disposal

Performance

Durable

Weather &Wind Tested

QualityCompatibilitywith otherproducts

Product Range

SystemCompatibility

Initial Cost

Margin onproduct

Product Offer

Lead time onpurchase

Warranty

Standards &Compliance

Certification /Accreditation

Catalogues

ProductSupport

On demanddelivery

Manuals

Training

Use ofChemicals

EnvironmentalImpact

WasteManagement

'Green'Certifications &Compliance

Workshop Categories

Appearance

Value

Performance

Service

Environmental

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Customer WorkshopsThese interactive discussions were structured discussions witha mix of builders, contractors, specifiers & end consumers.There were 4 customer workshops, 2 in each region (Portland andBaltimore) with 48 participants in all. A special set of customer cardswere used to make the sessions more interactive and enable us tolog ideas in addition to transcripts.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


OutcomesCoordinated 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•

Transcription summary – Rockville 041206 A

Recording #: Group A Workshop Code: 1406-03-0412ALocation: Rockville, MD Source: Berit Land NielsenWorkshop 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 prod-ucts. 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 appear-ance 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)


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



Structured Site VisitsNew Construction•

Remodelling•

Large Production Developments•

Smaller Custom Builders•

Insight into preferred home styles•

Builder/contractor preferences•

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



On-line SurveyTarget: Builders, Contractors, Specifiers & End-ConsumersTarget Regions: North West/North East250-500 respondentsRanked all finalised customer requirements from 1-5

On-line survey conducted by NAHB and instructed in by research team.

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



WEATHER RESISTANCEDimensional Stability mm/%

x x varying degrees of temperature, moisture, pressure, or other stress.

Coat functionality/Durability (Yrs) Yrsx x

Depends on which system we use or whether we use Stain or Pigment finish.

Decay - ASTM log type scale (1 to 10) ASTM (1-10)x x

Bernard Dawson to define this. (ASTM D2017-05 Standard Test Method of Accelerated Laboratory Test of Natural Decay Resistance of Woods)

Tolerance over Life (Movt in mm) mm x x Need to define current level, as yet undefined.Property Loss TBA x x Unit of measure undefined currentlyUV Resistance TBA x x degradation from UV exposure

Weather Tightness TBAx

Resistance to water penetration under driving rain and deluge conditions.

Wind Resistance TBA x

Weather Resistance TBAx x

We do not currently have a measure of this, and recommend further work to create one.

Mould/Fungal Resistance TBA x x Could be covered by the perm ratingWind/Hurricane Grade 1-5 x

MECHANICALCompressive x x Maximum compression stress before failureTensile x x Maximum tensile stress before failureShear x x Maximum shear stress before failiureOut of Plane Load TBA x xImpact Resistance (Drop test) N

x xProtects from damage, but leave as is, need to benchmark current product

Product Weight Kg/p/m2x x

Currently very good, and would not matter if product improvement resulted in minor increase

Resilience MOE/MORx x

The maximum energy per volume that can be elastically stored in a material. [Ur]

Shear Load SCT x xBearing Load(Vertical) KG/p/m2 x xProperty Loss %/Yrs x x Loss of mechanichal properties over time, or due to Movement of Board mm/Yrs x xWind Uplift TBA xNail Holding Power TBA x x

Strength in Joints ASTM: D4688-99 x x

ASTM: D4688-99 Standard Test Method for EvaluatingStructural Adhesives for Finger Jointing Lumber

Perm Rating 0-1 g/h.m2

x x

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

CHEMICAL & COMPOSITIONMoisture Conductivity Diffusion Rate x xMoisture Content gmH20/p/100gm Wood

x xStandard NZS3617 Specifies No less than 14% and nomore that 18%

LOSP Active x xRetained Solvent Level x xFire Resistance

x x

D2898-94(2004) Standard Test Methods for Accelerated Weathering of Fire-Retardant-Treated Wood for Fire Testing D1360 98 Standard Test

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Technical RequirementsThe technical requirements were established through internal team meetings. The companies drive this aspect and it represents the measurable factors that relate to the product.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


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Natural looking 3.99 3.99 3.99 0 0 0 0 0 0 3 9 0 9 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1Solid looking material 4.30 4.27 4.29 0 0 0 0 0 0 0 0 0 0 0 1 9 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Design Flexibility 3.80 3.97 3.85 0 0 0 0 3 3 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 1 3 3 0 0 3 0 0Curb Appeal 4.12 4.43 4.22 9 9 9 9 0 0 9 9 9 3 0 9 0 0 0 3 3 3 0 0 0 0 0 0 0 0 0 3 0 3Colour Options 4.23 3.88 4.11 3 3 3 3 3 0 9 0 3 9 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 3 3 0 0 3Design/Style Options 4.14 4.08 4.12 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 1 0 0 3 0 0High Quality Finish 4.38 4.41 4.39 3 3 3 3 0 0 9 3 9 1 0 3 0 0 0 3 3 9 3 0 0 0 3 0 1 1 0 0 0 3Cost effectiveness 4.51 4.39 4.47 0 0 0 0 0 0 3 3 1 3 1 1 0 1 0 0 0 0 0 0 0 0 9 9 9 9 9 9 3 9Competitive cost 4.26 4.24 4.25 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 9 9 3 3 9 0 3Warranty 4.40 4.27 4.36 9 9 9 9 9 3 9 9 3 9 0 0 0 0 0 0 0 3 9 0 0 0 0 0 0 0 0 0 0 3Quality 4.74 4.53 4.67 3 3 3 3 9 0 9 0 0 3 0 0 1 1 0 0 0 0 0 0 0 0 3 0 3 0 0 0 0 9Perception of value 4.11 4.33 4.18 1 1 1 1 0 0 1 0 0 1 0 0 3 0 0 0 0 0 0 0 0 0 9 9 9 9 9 1 0 9Reliability 4.67 4.55 4.63 0 0 0 0 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 3Longevity 4.71 4.44 4.63 0 0 0 0 3 1 9 9 0 9 3 3 0 9 0 0 0 0 9 0 0 0 0 0 0 1 3 0 0 9Weather tightness 4.77 4.63 4.72 1 1 1 1 9 0 0 0 3 0 1 1 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 1Climate tolerance 4.55 4.27 4.46 0 0 0 0 9 9 9 0 9 3 0 0 0 0 0 9 9 9 3 0 0 0 0 0 0 0 0 0 0 1Decay resistance 4.68 4.38 4.58 0 0 0 0 9 0 3 9 0 0 0 0 0 0 0 9 9 1 0 0 0 0 0 0 0 0 0 0 0 1Durability 4.74 4.49 4.66 3 3 3 3 9 0 9 9 3 3 1 3 0 3 0 3 3 3 9 0 0 9 0 0 0 0 0 0 0 9Stability 4.58 4.38 4.52 9 9 9 9 0 0 0 0 9 1 1 1 3 0 0 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0Paintable/holds paint 3.91 4.16 3.99 0 0 0 0 0 0 0 0 3 0 0 1 3 0 9 0 0 0 0 0 0 9 0 0 0 0 0 3 0 0Low maintenece 4.58 4.26 4.48 9 9 9 9 0 0 9 3 9 9 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 9 3 0 0 0Ease of installation 4.11 4.20 4.14 0 0 0 0 0 0 0 0 0 0 0 0 9 3 0 0 0 0 0 0 0 0 0 9 3 0 0 9 0 0Ease of on-site handling 4.01 4.12 4.04 0 0 0 0 0 0 3 0 0 0 0 0 9 9 0 0 0 0 0 0 0 0 0 9 3 0 0 9 0 0Low level of toxicity 4.38 3.94 4.24 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 9 0 0 0 0 0 0 0 0Sustainable resources 3.94 3.64 3.84 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 0Energy efficency 4.62 4.11 4.45 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 0Waste reduction 3.96 3.92 3.95 0 0 0 0 0 0 3 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 3 0 9 0 0 0 0Safe for workers/owners 4.42 4.26 4.37 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0Certifications & Accreditations 3.92 3.62 3.82 0 0 0 0 9 9 0 0 0 0 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Technical Prioroties 50 50 50 50 72 25 97 63 73 66 16 32 46 30 9 39 39 32 33 0 3 37 34 54 41 44 30 49 3

3.78% 3.78% 3.78% 3.78% 5.44% 7.33% 4.76% 5.52% 4.99% 1.21% 2.42% 3.48% 2.27% 0.68% 2.95% 2.95% 2.42% 2.49% 0.00% 2.80% 2.57% 4.08% 3.10% 3.33% 2.27% 3.70% 0.23% 5Weighted - End Consumer 222 222 222 222 325 106 432 280 324 290 68 136 194 130 35 178 178 143 152 0 13 161 147 225 174 189 131 204 14

3.84% 3.84% 3.84% 3.84% 5.60% 1.82% 7.45% 4.84% 5.59% 5.00% 1.17% 2.35% 3.35% 2.25% 0.61% 3.08% 3.08% 2.46% 2.61% 0.00% 0.23% 2.78% 2.54% 3.88% 3.01% 3.26% 2.26% 3.52% 0.23% 5Weighted - Professional 217 217 217 217 308 100 417 273 317 279 64 134 195 128 37 171 171 139 145 0 12 156 147 227 176 185 129 207 13

3.84% 3.84% 3.84% 3.84% 5.46% 1.77% 7.39% 4.84% 5.62% 4.94% 1.13% 2.38% 3.45% 2.27% 0.66% 3.03% 3.03% 2.46% 2.56% 0.00% 0.21% 2.75% 2.61% 4.03% 3.11% 3.28% 2.28% 3.66% 0.23% 5Weighted - Combined 221 221 221 221 319 104 427 278 322 286 67 135 194 130 36 176 176 141 149 0 13 159 147 226 175 188 130 205 13

3.84% 3.84% 3.84% 3.84% 5.55% 1.81% 7.43% 4.84% 5.60% 4.98% 1.16% 2.36% 3.38% 2.26% 0.62% 3.06% 3.06% 2.46% 2.60% 0.00% 0.22% 2.77% 2.56% 3.92% 3.04% 3.27% 2.27% 3.56% 0.23% 5

Use &Chemical & Composition Preservatives Cost InstallationWeather Resistance Life Span Mechanical

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01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Challenges for timber productsDurability & maintenance•

The ‘poor perception’ of timber and the sustained loss of market share•

Regional opportunitiesOpportunity 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


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


Sustainable opportunitiesExploit 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 sectorTarget 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.


BuilderContractorSpecifier

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Recommendations from colleagues, contractors etc

htuo

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dro

W

Networking Groups

sw

ohS

eda

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Internet & TradeMagazines

i.e. Builder’s Top 20 groups or other networking forums

Major venue for product and material trends.

i.e. NAHB International Builders Show

Easy way to stay on top of new materials and trends

What drives & motivates the users?A focus on function•

Pragmatism•

Crucial to establish credibility•

Key RequirementsReliability & durability of product•

Availability of product•

Handling on-site, easy to install•

‘Business friendly product’•

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



What drives & motivates the end consumers?Feelings & emotions•

Perceptions•

Tradition & Heritage•

Perceived value•

Key RequirementsLongevity •

Low maintenance•

Value for money•

Reliability, trust & guarantees•

Health & environmental concern•

EndConsumer

sdeeN

snoitomEeulaV

snoitpecrePThe consumer is much more

educated and will source specific information through

the internet

te nr etnI

TV Shows & Trend Magazines

yrts

udn

Is

d ner

T

Tradition & Heritage

DIY & home remodelling shows are more popular than ever

The building industry directs the customer’s choices, in the same way as the customer

influences the industry

Tradition & heritage are playing a large part in

product selection

01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research



01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


The final resultProduct 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


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


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.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


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.


01.1

Research Definition

02.3

Communicate

02.2

Product Research

02.1

Field Research

01.2

Initial Research


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.