Case Study: a carpet manufacturer validates interest in fluorine-free carpet with Greenbook's Geo Strategy Partners

Carpet Manufacturer validates fluorine-free concept with Greenbook’s 22 IDIs and 320 surveys

A carpet manufacturer wanted to test the market's level of interest in a new fluorine-free carpet product before launching it as a new offering. The challenge was to determine if buyers would value and pay a premium for this chemical-free solution. They engaged the vendor, Geo Strategy Partners, to conduct this research.

Geo Strategy Partners executed a mixed-method research solution comprising 22 telephone interviews and 320 quantitative surveys. The findings revealed that aesthetics, price, and durability were the key decision factors for buyers, who had no awareness of fluorine or its role in carpeting. Consequently, there was no measurable interest in a premium-priced fluorine-free product, as performance and cost were more important than chemical composition. This insight saved the carpet manufacturer from a potentially unsuccessful product launch.