Presented by Pollinate (market research) on Wednesday 16th March, 2016.
This presentation reports the results of a recently completed FWPA funded project designed to understand the drivers of flooring choice and identify unique marketing points to support a planned Australian species promotion campaign.
Timber flooring is a popular building element in Australia and represents around 25% of the flooring market. Natural timber flooring has a range of benefits in addition to its obvious aesthetic qualities.
Despite these compelling benefits there is a reported movement away from solid timber flooring in recent years.
The project sought to:
- Understand the drivers of flooring choice among consumers
- Identify the strengths and weaknesses of various flooring types
- Identify the timber flooring messages that resonate most with consumers .
Pollinate is a market research company that specialises in brands, positioning and communications development.
