Designers, showroom professionals and other attendees of the 2010 Kitchen and Bath Industry Show (KBIS) stated their case for better product information and service from manufacturers. Results of the soon-to-be-released survey from the 2011 show, held April 26-28 in Las Vegas, will clarify whether manufacturers' sales and marketing efforts reflect designers' requirements.
Accountability Information Management, a Palatine, Ill., business-to-business marketing and research organization (www.a-i-m.com), surveyed more than 200 designers, architects, showroom consultants and professionals at each of the last two KBIS shows, held in 2010 and 2011. Respondents, about 85% of whom say they specify and recommend products, offered insights into what influences product selection and how they evaluate and select products.
"We conducted this research for two major reasons: so manufacturers could better market themselves to the design community, and to allow designers and others who recommend products in the kitchen/bath space to be heard by manufacturers they rely on for products and services," says Jim Nowakowski, president of Accountability. "It's a win-win for manufacturers and designers when this information comes to light. The 2011 survey results, which are due soon, will shed even more light on what manufacturers need to do to better support designers who specify their products."
In the 2010 survey, the top two answers to the question, "What has the biggest impact on the way you design projects?" were fairly logical: The clients and the project budgets dictated design more than anything else. And although everything seems to be coming up "green," conservation products were noted by only 4% of respondents.
When asked, "How do you evaluate products that you recommend or select for your projects?" designers said the quality of the product and their experience with it are the most important factors. "If I have any problem or hassle with a manufacturer's product, I never use them again," one respondent said.
"The reputation of these designers can hang on the quality and dependability of the products they recommend to their clients," says Nowakowski. "If a product fails, or if a manufacturer doesn't deliver as promised, it will be very tough for this manufacturer to regain the designer's trust and be specified again."
Brand selection was another core component of the survey, and it may surprising to see that looks were outranked by other, more practical matters. When asked why they select one product brand over another, respondents gave top billing to quality, followed by the project's budget, customer service from the manufacturer, product aesthetics and experience with the product.
Although this is an Internet-driven industry, designers reported in 2010 that they were still more likely to turn to magazines and books for inspiration than the Internet, which was tied with trade shows. Consumers may go ga-ga over the likes of HGTV, but only 3% of designers found this to be an inspirational source.
The Internet rules for product information, however, and it's no wonder. "Designers may see a product they love in a magazine or on a design show, but they need more specific information about product characteristics, availability and more. Web sites are a prime source for accessing that information fast," says Nowakowski. "Manufacturers shouldn't put all their attention into Web sites, though. As key as the Web is for product selection, designers were clear that they also expected recommendations, good information--and fast service--from direct sources, such as reps."
Accountability Information Management, a Palatine, Ill., business-to-business marketing and research organization (www.a-i-m.com), surveyed more than 200 designers, architects, showroom consultants and professionals at each of the last two KBIS shows, held in 2010 and 2011. Respondents, about 85% of whom say they specify and recommend products, offered insights into what influences product selection and how they evaluate and select products.
"We conducted this research for two major reasons: so manufacturers could better market themselves to the design community, and to allow designers and others who recommend products in the kitchen/bath space to be heard by manufacturers they rely on for products and services," says Jim Nowakowski, president of Accountability. "It's a win-win for manufacturers and designers when this information comes to light. The 2011 survey results, which are due soon, will shed even more light on what manufacturers need to do to better support designers who specify their products."
In the 2010 survey, the top two answers to the question, "What has the biggest impact on the way you design projects?" were fairly logical: The clients and the project budgets dictated design more than anything else. And although everything seems to be coming up "green," conservation products were noted by only 4% of respondents.
When asked, "How do you evaluate products that you recommend or select for your projects?" designers said the quality of the product and their experience with it are the most important factors. "If I have any problem or hassle with a manufacturer's product, I never use them again," one respondent said.
"The reputation of these designers can hang on the quality and dependability of the products they recommend to their clients," says Nowakowski. "If a product fails, or if a manufacturer doesn't deliver as promised, it will be very tough for this manufacturer to regain the designer's trust and be specified again."
Brand selection was another core component of the survey, and it may surprising to see that looks were outranked by other, more practical matters. When asked why they select one product brand over another, respondents gave top billing to quality, followed by the project's budget, customer service from the manufacturer, product aesthetics and experience with the product.
Although this is an Internet-driven industry, designers reported in 2010 that they were still more likely to turn to magazines and books for inspiration than the Internet, which was tied with trade shows. Consumers may go ga-ga over the likes of HGTV, but only 3% of designers found this to be an inspirational source.
The Internet rules for product information, however, and it's no wonder. "Designers may see a product they love in a magazine or on a design show, but they need more specific information about product characteristics, availability and more. Web sites are a prime source for accessing that information fast," says Nowakowski. "Manufacturers shouldn't put all their attention into Web sites, though. As key as the Web is for product selection, designers were clear that they also expected recommendations, good information--and fast service--from direct sources, such as reps."
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