Breaking Ground for Learning and Understanding

I just had a great visit from Mr. Michael Fruhling, a former co-worker at Procter & Gamble and now with DAP Inc. While at lunch we were discussing the task of moving from soap technology to home building and home improvements. Mike had just completed a series of qualitative sessions with "Do-It-Yourself-ers" in an effort to learn and understand their experiences and the basis of choice for various products. As Mike said, it is the standard approach to an introduction to a new market category. His time and efforts were well spent but he also wanted and had planned to venture into the various types of stores to do a little in-store observation and intercept interviewing. His efforts would be to focus on the basic consumer understanding and not related to a specific project.

The "Do-It-Yourself" market is just one part of Mike's business potential; there is also the building trade where large quantities of DAP's products are used. These customers have different needs and priorities. Mike's task was to quickly acclimate himself to this very foreign customer category. We did a little goal and strategy session, even though we didn't refer to it as such. We decided we needed a way to interact head-to-head with both builders and sub-contractors. A second step was to find an effective way to look to the future of the building trade. We selected an approach I had used in the 1980's in my Futurism work at P & G. That was to attend the National Home Builders Association and Trade Show.

We left the restaurant and over the next two hours completed the following:

Visited the Northern Kentucky Home Builders Association, introduced ourselves, and explained our objectives. We walked out of the building with a lot of information about the convention and Trade Show (which will be held in January in Dallas), as well as information about what we would have to do to set up meetings with members of the association. One of our thoughts was to attend their meetings and have formal meetings following their regular business meeting.

Following the meeting at the Home Builders Association, we went to an adjacent building which is the home office of the Drees Company, one of the largest home builders in the country. We went directly to the Buyers' offices. We introduced ourselves and explained our needs. They were very cordial and helpful. We left with an open door for a return visit.

I felt good about what we were able to do in the two hours. For me it is fun to lay the foundation for a learning and understanding program. It is also enjoyable being able to meet and do a little work with old friends. Thanks, Mike, for the opportunity.