By Vicki Matranga
Design Programs Coordinator
We are speaking today with Rick Babick and Janine Michalek. Rick is president and founder of Design Research, the New Jersey-based company he established in 1998 after a 16-year career as head of research and planning for Lenox, Inc. Design Research uses a proprietary program to test new designs and new product concepts in the consumer durables context. They have applied this methodology in many research projects to predict which designs or products will succeed and which won’t, thus saving clients time, money and lost credibility. The company also conducts design trends surveys such as The American Living Survey™ for the benefit of its clients to keep their product development efforts on the right track.
Janine is vice president of market intelligence at Design Research. She has been with Design Research for more than a decade after also spending 16 years in research with Lenox, Inc., where her role was corporate director of research. In addition to her primary research activities, Janine focuses on trends in consumer behavior with a special emphasis on consumer acceptance of new designs.
Rick, what is the most exciting or rewarding part of your work? What fuels your inspiration?
The most rewarding aspect of our involvement in housewares is the warm reception we have received from our clients, all of whom we think of as friends. I think they understand that we genuinely enjoy our work and that we are always expansive in what we bring to our assignments. We deliver great work at fair prices and we always contribute our experience and insights, which adds up to a great value for our clients.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you do your work?
The biggest change we’ve seen is in the growth of housewares as a category in our business. From our perspective, housewares is getting more sophisticated in rising to meet challenges that are primarily consumer and marketing related. Changes in demographics, lifestyles and purchase behavior foster a need for more in-depth consumer understanding and that brings a need for more consumer research. Changes in the distribution system bring a need for enhanced B-to-B tactics and strategies and we help clients with this.
Why did you choose to speak at our Show?
I look forward to our annual presentation. Our audience size keeps growing, we keep meeting nice people and many have become our clients. Coming to Chicago is beginning to feel like going to a reunion for us.
Four Years of Kitchen Design Trends: Style, Color and Brands that Delight Consumers
Innovation Theater
Lakeside Center, Room E350
March 6, Sunday 10:30 – 11:20 am
Tell us what you will be speaking about and how this topic is important for Show audiences.
Design Research is pleased to return to Chicago with another wave of our American Living Survey™. TALS™ is a continuing survey of American home décor and lifestyles. It quantifies and tracks over time the way we decorate our homes and the colors we use, both primaries and accents in key rooms. In a new feature this year, TALS is also examining color preferences for housewares goods. Also new this year is an exploration of favorite housewares brands and why they are preferred. Join us and see if your brand is named!
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
Without a doubt, the biggest challenge all housewares companies face is new product success. New products are the lifeblood of sales and profitability, often comprising 50% or more of sales and yet 80% of new products fail. One or two years of weak introductions can undermine retail confidence and lead to lost shelf space, neither of which is easy to regain. When new products are working, everything is better. Sales and profits are stronger, manufacturing is more efficient, inventories are easier to plan, etc. Companies carry insurance for all sorts of unlikely hazards – fire, flood, etc. Smart companies ensure their continued new product success with ongoing investment in consumer research in support of the product development process.
Design Research is able to help with all aspects of research in this vein. We help companies to identify unmet consumer needs through ethnographic research which leads to unique, needed new products. We have a proprietary, cost-effective concept and product testing system that can identify winners and losers long before you pay to get them into your pipeline. And we have statistics that demonstrate the efficacy of that system.
Janine, what do you see as consumers’ biggest concerns regarding housewares products?
Changing demographics, lifestyles, and household composition have all impacted consumer needs in housewares. As Boomers age their needs have gone in a few directions – some have down-sized and thus need streamlined, multi-functional, space- saving products; products that do more, or stack/nest/take up less space. Other Boomers have traded up, remodeled, or updated their homes. Boomers are still cooking and entertaining in their homes. They seek quality products with eye-appeal. As this group ages there is also a strong focus on health and healthy living. Cook and prep products that allow them to lead healthy lifestyles are key. On the other end of the spectrum is Gen Y. Frequently urban dwellers, they generally live in smaller spaces where storage is a real issue; again highlighting a need for multi-functional, space saving products. Further, Gen Y demands great design. They have grown up seeing excellent design not as an added benefit but as a must-have product characteristic. While they seek out the latest products, they also like to customize and make items their own. Housewares companies should take note, think outside the box, and conceptualize ways for consumers to customize their goods.
What exciting trends do you see in housewares?
Design Research has been tracking design trends in the home for more than a decade. One of the most exciting things we have seen is consumers’ embrace of color in the kitchen. While primary kitchen colors remain largely neutral, last year we reported the use of “accent” colors in the kitchen was up 23% from 2013. Housewares manufacturers have done a great job of supporting and promoting this trend. Key to success is getting the right colors for your target audience. Gen Y, known for their attraction to vivid colors, is also the most daring in the kitchen. Our TALS™ report will show you which colors are attracting which generations.
Thank you, Rick and Janine, for giving us this preview of your research findings. Your presentations draw a loyal audience and offer fresh insights about consumer preferences and lifestyles. We look forward to this year’s installment of your survey results. Don’t miss the Design Research presentation at the Innovation Theater on Sunday March 6 at 10:30 am.
To learn more about Design Research’s services, contact:
Richard Babick
Design Research
84 Franklin Corner Road, P.O. Box 6086
Lawrenceville, NJ 08648
609-896-1108
Fax 609-896-3016
Rick@designres.com
www.designres.com
The four days of the 2016 International Home + Housewares Show will be packed with events and education. To help you plan your valuable time at the Show, we introduce you to the speakers and the 21 exciting presentations that will take place in the Innovation Theater in the Lakeside Center. Gain cutting edge insights that you can apply to your work. All programs are audio-recorded and will be available at www.housewares.org after the Show.
