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    December 18, 2025
    Blog

    Coming Soon: An Enhanced HIRI Website

    We’re excited to share that an enhanced HIRI website is launching soon, and is slated for mid-January. The enhancements you'll see rolled out are crafted with you at the center of every decision. As we approach the launch date, we want to give you a first look at what’s coming and what we're getting most excited about it.
    December 9, 2025
    Blog

    10 Reasons Why ‘Made in America’ Still Matters: New Data on What Drives Homeowners to Buy American

    There are several factors that influence homeowners in the United States when comparing and purchasing home improvement products: price, quality, and availability, to name a few. Where the product was manufactured is also an important consideration for many customers.
    December 4, 2025
    Fast Fact

    Most homeowners say "Made in America" matters, but what happens when they have to choose?

    Made in America ranks as a meaningful purchase priority for homeowners – yet this insight deepens when forced tradeoffs are introduced through advanced methods like conjoint analysis, which we unpack in the full report.
    December 4, 2025
    Fast Fact

    Existing Values Influence Perceptions

    Homeowners who value American-made products also perceive them as higher quality – reinforcing a feedback loop of belief and brand trust based on a customer's existing value set.
    December 4, 2025
    Fast Fact

    Strong quality and reputation can bring Canadian products within reach of U.S. preference.

    When Canadian-made products improve quality and reputation, they come close to matching U.S.-made preference—offering a viable path for North American manufacturers.
    December 4, 2025
    Fast Fact

    High ratings aren’t enough – reputation still holds back Chinese goods.

    Even with top marks for price and quality, Chinese-made goods lag in preference—showing that trust gaps remain despite product performance.

    This Is Just the Beginning

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