Subscribe   |   Print Page   |   Contact Us   |   Sign In
2015 Fall Conference
Tell a Friend About This EventTell a Friend
2015 Fall Conference

When: 10/15/2015
8:30 AM to 3:30 PM CST
Where: Gleacher Center
450 North Cityfront Plaza Drive
Chicago, Illinois  60611
Presenter: The Home Improvement Research Institute
Contact: Christina Sacher-Brown

Online registration is closed.
« Go to Upcoming Event List  


Generational Trends in Home Improvement


2015 HIRI Fall Conference
Sponsored by










The Futures Company


Sarah Catlett


Planning for Change: Adult Millennials and the Generational Dynamics Shaping the Future of Home Improvement


Baby Boomers and Millennials have long dominated the national marketing conversation and captivated the attention of the home improvement industry. Now, Millennials are the most populous living generation (having overtaken Boomers), and they are being heralded as the most influential, most powerful, most transformative generation in history—even more so than the venerable Boomers. Despite shifting demographics, delayed lifestage trajectories and the aftermath of the Great Recession, Adult Millennials (those age 28-36) are finally ending up with houses, spouses, kids and cars, making them an attractive target for the home improvement industry. This presentation will leverage insight and data from both the U.S. Yankelovich MONITOR and HIRI Future of Home Improvement trends program to shine a light on the generational dynamics shaping the future of home improvement—especially the opportunity created by the ascent of Adult Millennials. 

RBC Capital


Joshua Rosenbaum


The Economy, Wall Street and Deal‐Making: Implications for Home Improvement


Never short on interesting twists and turns, the economy is always in the headlines. As an important factor in driving the home improvement market, this update on where we are and where we are heading is vitally important to business planning. In this presentation you will get a fresh perspective on the stock market, economic indicators and deal‐making in the home improvement sector ‐‐ all in practical, easy‐to-understand language from a Wall Street professional.









Carol George

Social Media Presence:  It's all about that Buzz


Every marketer using social media is seeking to create Buzz.  At the request of HIRI, using the Sysomos social media monitoring platform, Radius Global Market Research analyzed social media data across several home improvement categories to help HIRI members identify the best ways to find consumers and get them talking about/sharing home improvement product or service information.  Through this analysis you will learn: where target consumers can be found, how  social platforms and topic usage differs demographically – and ultimately, how DO YOU get that elusive Buzz?




Dan Arnold


Complete Spectrum Segmentation of Today's Smart/Connected Homeowners


Google’s $3.2BB investment in Nest made one thing clear: the smart and connected home is here to stay. The challenge for marketers, then, is to understand: Who is buying? What are they buying? Why are they buying?  Which experiences delight them, and which values drive them

Trifecta Research will present the results of its Complete Spectrum Segmentation of today’s smart and connected homeowners, providing a holistic understanding of these important customers by considering a wide variety of characteristics:  e.g. behaviors, attitudes, motivations, needs, and generational demographics. Through our distinctive, statistically based approach, our CSS model derives segments based on relationships between different dimensions (such as linking attitudes with behaviors).

The insights will provide you with a better understanding of these smart/connected device shoppers via meaningful, differentiated, actionable segments, which provide a powerful tool for identifying, understanding, and targeting you best prospects.




John Carroll III

Home Improvement Customer Experience - The Future is Now


Science fiction has become a practical reality— wearables, geo-fencing, and instant payments have created opportunities to produce engaging and immersive home improvement customer experiences across generations.  John Carroll III, Head of Customer Experience for Ipsos Loyalty, will share five incredible new technologies being used TODAY to help home improvement leaders understand and act on customer experience insights in real time.

Wray Ward


Kent Panther


The Road to Purchase: Understanding the Customer & the Journey

Today’s marketers benefit from deep insights into customers and prospects. That means going far beyond one-dimensional profiles in order to uncover the shifting consumer mindsets and motivations that drive purchases. This detailed information offers a much more accurate look at the customer journey—the complex and meandering path customers travel as they move toward a purchase.
By creating a “map” that defines the customer journey from dreaming and consideration to research, purchase, and beyond, marketers set strategies more concisely and effectively for each stage. By intentionally selecting journey-relevant messaging and mediums, marketers can not only follow customers on their journeys, but also help propel them from one stage to the next.

In this session, you’ll learn how to integrate customer journeys into planning and gain useful tools to demonstrate how this new approach to the customer journey can improve your marketing results.




Elaine Arber


The Digital Future: The Changing Face of the Home Improvement Shopper


Constant connectivity has changed consumer behavior and expectations forever, across generations. With powerful phones in our pockets, we do more than just check the time, text a spouse, or catch up with friends. We turn to our phones with intent and expect brands to deliver immediate answers. It's in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are made and preferences are shaped. As marketers, it's more important than ever to understand your consumer's research journey.

Registration Information

Early Registration
Regular Registration
Early Registration
Regular Registration
Before September  11th
After September 11th
Before September 11th
After September 11th
$450 $875 $975

The fee for the conference includes a copy of the conference presentations, a continental breakfast and lunch.
  • Travel and other expenses are not included in the registration fee.
  • Cancellations received by September 4th will receive a full refund. After September 4th there are NO REFUNDS.  Substitutions in attendees can be made at any time at no charge.  To ensure a name tag, be sure to contact Christina at if a substitution is made.

    Printable Brochure  - CLICK HERE

    Registration officially closes October 2, 2015.  Any registrations made after that day are not guaranteed receive hand out materials/meals/nametags or be included in the attendee list.

    • General Managers in the Home Improvement Industry
    • Marketing and Sales Managers
    • Financial Analysts
    • Analysts Tracking Trends in the Industry

    • Investment Analysts
    • Product Designers/Developers
    • Market Assessment/Development Strategists
    • Marketing Researchers

    Hotel Information

    This year, our conference is located at a facility that doesn’t offer rooms.  HIRI has negotiated discounted room rates with several nearby hotels.  Please book your room no later than September 15th.  These rates are available in limited quantities and subject to selling out.  Book early to guarantee your savings.



Holiday Inn Chicago Mart Plaza – River North

350 West Mart Center Drive
Chicago, IL 60654


This hotel is located approximately 1 mile away from the location of the Gleacher Center.


HIRI has blocked a limited number of rooms at The Holiday Inn Chicago Mart Plaza – River North at a group rate of $209.00 per night.  Attendees must reserve their own rooms by September 15th and identify themselves as being a part of the HIRI group to receive the special rate. 

Sheraton Chicago Hotel & Towers


301 E. North Water Street
Chicago, IL 60611


This hotel is located less than a tenth of a mile away from the location of the Gleacher Center.


HIRI has blocked a limited number of rooms at The Sheraton Chicago Hotel & Towers at a group rate of $279.00 per night.  Attendees must reserve their own rooms by September 15th and identify themselves as being a part of the HIRI group to receive the special rate.  




Hyatt Regency Chicago

151 E. Wacker Drive
Chicago, IL 60601


This hotel is located approximately a quarter of a mile away from the location of the Gleacher Center.


HIRI has blocked a limited number of rooms at The Hyatt Regency Chicago at a group rate of $259.00 per night.  Attendees must reserve their own rooms by September 15th and identify themselves as being a part of the HIRI group to receive the special rate. 


Online registration for Hyatt Regency Chicago - CLICK HERE