A manufacturer, world leader in its business (not linked to the building industry) wanted to take advantage of its expertise in processing synthetic materials, to diversify into the building sector.

Its plan, backed by the ANVAR and designed in cooperation with a big construction group, was to develop a new concept bathroom, made from industrially produced modular components.

The aim of the research was to measure how well the new concept would be greeted, to detect any brakes on its introduction onto the market and assess its development potential over a 5 year period.

The first part of the work was based on about 70 in-depth face to face interviews (with prototypes shown) with architects, economists, technical managers of hotel groups, low cost housing companies, private developers, etc.

These interviews enabled current market needs to be determined, interest in the new concept to be measured and its positioning to be established.

After identifying accessible market segments, a second wave of interviews with manufacturers and distributors enabled market potentials available to the product to be quantified.

The results obtained

The research revealed, as compared to the market segments initially singled out, major brakes linked to the conditions and costs of installing the product.

From these findings, the concept was partially redesigned to better meet the requirements of the market.