Revamping People’s Perceptions of Home Decor

Challenge

Exploring changes in perceptions of home decor to help a custom window treatment company gain a deeper understanding of what people look for when purchasing window treatments.

A custom window treatment company sought to understand people’s preferences and perceptions when searching for window treatment solutions. They aimed to assess if their brand name accurately conveyed the extent of their high-quality and custom offerings, as they believed it might be inadvertently limiting their potential audience reach.

Approach

In the US and Canada, we conducted a 15-minute quantitative survey to explore brand awareness and perceptions, attitudes and purchasing behaviors, and messaging conveyed through word association. Using a brand image profiling (BIPS) technique, we tested the relative strengths and weaknesses between competing brands and compared brand funnel metrics longitudinally across three waves (2020, 2023, 2024). This analysis identified areas where our client is currently viewed as a category leader and areas where competitors are gaining traction.

Impact

Equipped with an understanding of how people search for window treatment solutions, our client can now refine their messaging to emphasize their brand’s strengths, while educating people about the distinctive features that set their brand apart from competitors.