A manufacturer wanted to understand the needs and market opportunity for a new adhesive product, including customers’ Willingness to Pay for innovative features. The best way to get answers was to observe how contractors use adhesives on active construction jobsites. However, this is challenging because contractors are hard to reach, reluctant to have people on site, and their schedules can change at the last minute.

A manufacturer wanted a clear roadmap for the product development of its construction-grade ladders. They were unsure about what was important to construction professionals, including roofers, electricians and contractors, when it came to purchasing ladders.