WEBINAR: Understanding the Home Improvement Consumer: Leveraging Purchasing Data to Drive Marketing Decisions
Sheltering in place this past year has elevated the importance of the home and will reshape consumer conceptions and needs for years to come. Never has it been more important to understand home improvement consumers and how they are likely to evolve. The HIRI Product Purchase Tracking Study is a comprehensive, bi-annual survey of homeowners' purchase behavior, characteristics, and attitudes related to home improvement, conducted since 1987.
Our webinar, presented in partnership with NAXION, a leading research/consulting agency, provides study highlights related to key marketing questions, such as:
- Which consumers to target - What does the home improvement consumer look like?
- What purchase channels to prioritize - How and where does this consumer shop?
- How to message - Are there attitudinal segments that can be leveraged?
- How to shape strategy by category - How do these dynamics differ by product category?
- How to plan future marketing decisions - What trends promise to shape the future?
- What is the impact of COVID - How have consumer behaviors changed this past year?
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As a HIRI member, you get full access to research reports designed to support strategic decisions – covering homeowner behaviors, market forecasts, contractor trends, and more. Filter by topic, audience, or date to find what matters most to your business.
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The Home Improvement Research Institute (HIRI) is also a powerful resource of research, as well as courses, webinars, and events related to the home improvement industry. HIRI hosts a free quarterly webinar, "State of the Home Improvement Industry," exploring rends, insights, and forecasts. HIRI also will host other webinars on various topics that are timely and relevant to home improvement professionals. Additionally, the annual HIRI Home Improvement Summit brings together manufacturers, retailers, partners and others from the home improvement industry for presentations, panel discussions, and more.
There are several other industry organizations that offer occasional courses and webinars to help you stay on top of the latest trends in home improvement. These include the National Association of Home Builders (NAHB), the National Association of Realtors (NAR), and the National Kitchen + Bath Association (NKBA).
The Home Improvement Research Institute (HIRI) also offers data-rich research that highlights various economic factors and how they are impacting the home improvement industry. A few examples include HIRI's monthly Economic and Industry Update and quarterly U.S. Size of the Home Improvement Products Market Report and Forecast. For a more educational experience, check out HIRI's webinars, where researchers and experts walk through the data, point out significant statistics, and provide insight on how these economic trends impact the industry.
You can also find an array of educational materials that focus on the economic factors affecting home improvement from the Harvard Joint Center for Housing Studies, the National Association of Home Builders (NAHB), and other industry associations.
The Home Improvement Research Institute (HIRI) offers numerous webinars to educate home improvement professionals on various research topics related to projects, products, channels, and market trends.
Some of these webinars are free, such as HIRI's State of the Home Improvement Industry webinar, which delivers a timely look at the market forces shaping homeowner behavior, demand patterns, and industry performance grounded in HIRI’s trusted research.
Others are exclusive to HIRI members, giving them additional insight into market trends and statistics, as members of HIRI's research team dig deeper into the organization's recent studies and explain what the data means for industry professionals.
Additionally, HIRI offers an annual in-person Home Improvement Insights Summit, which is an opportunity to meet and network with representatives from the leading brands, partners, and experts in the home improvement industry.
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