Durables - Household goods that last awhile

In addition to custom market research for companies that manufacture and sell household durables, Synovate measures the durables that people in North America are currently buying through its syndicated household durables tracking services - DuraTrend in the US and Household Equipment Canada (HEC).


DuraTrend

With approximately 40,000 respondents each month and sample sourced from Synovate's own Global Opinion Panel, DuraTrend offers best practices sample selection, data collection and quality control. Balanced and weighted to represent total US households, results are delivered monthly via Oracle-based online reporting tool and issue-based standard Excel workbooks.

DuraTrend covers over 250 product categories including consumer electronics, major appliances, outdoor power equipment, and home improvement products (plumbing fixtures, hand and power tools, paint and paint-related equipment, hardware and garage organization).

DuraTrend provides every piece of information a manufacturer or retailer interested in the durables market would want to know such as:

  • Unit and dollar market shares by brand and outlet purchased (including online retailers)
  • Retailer type and individual retailers
  • Brands considered, brand replaced, perceived brand quality
  • Retailers shopped, retailers considered, why retailer chosen
  • Factors behind brand and retailer choice
  • Price points and price clusters
  • Who bought, who uses, who influenced purchase
  • Factors behind purchase decision
  • Home ownership, type of dwelling, length of residence
  • Household demographics
  • Consumer segments (e.g., DIY enthusiasts, recent home movers)
  • Monthly, quarterly, year-to-date, annual time periods
  • Total US, regions, states, DMAs

DuraTrend also offers some value-added features such as automated monthly or quarterly reports; access to qualified sample for follow-up custom research; the opportunity to ask ad hoc questions within the DuraTrend survey; and brand equity / purchase decision path / customer experience questionnaire survey section for selected categories.

For more information on DuraTrend contact Adrian Murphy.


Household Equipment Canada

Synovate Household Equipment Canada (HEC) has been measuring consumer purchases on a broad range of household goods for more than 40 years. Consumer purchase information is captured covering the entire retail spectrum, including all types of chain, independent and specialty stores as well as online and direct purchases.

Surveys are conducted via Synovate Online Global Opinion Panel - Canada. The sample is representative of the general household population nationally, regionally and demographically. Reports are updated every two months and include historical comparisons for trending purposes. Results are accessible 24/7 through a dynamic, online dashboard which includes intuitive at-a-glace summary charts backed by detailed tables.

HEC covers the following categories:

  • Baby / Infant Products
  • Camping Equipment and Outdoor Recreation
  • Electronics & Technology
  • Floor Care
  • Furniture
  • Home Comfort & Safety
  • Home Décor, Hardware & Home Improvement
  • Home Textiles & Accessories
  • Housewares
  • Major Appliances
  • Outdoor Products
  • Personal Care
  • Small Appliances
  • Sporting Goods
  • Tools (Power & Non-power)

For more information contact Adrian Murphy.