Explanation of the topics covered in our kitchen research
On this site, you can find the online results of Qudata’s HomeAnalytics surveys, covering the customer journey of kitchen buyers over the past five years. Access to these data is based on your subscription.
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1. Brand awareness and associations
We want to understand how familiar respondents are with various kitchen brands and what associations they have with these brands. This helps us map out the position of each brand in the market.
- Brand awareness (open question)
Respondents are asked to spontaneously name kitchen brands they know. This gives us insight into top-of-mind awareness.
- Brand awareness (closed question)
In addition, we show a list of brands and ask whether respondents recognize them. This measures prompted awareness.
- Source of brand knowledge
Where and how did respondents learn about these brands? For example, through advertising, online platforms, or in-store visits.
- Purchased kitchen brand
Which brand did they ultimately purchase? This allows us to compare awareness with actual purchase behavior.
- Brand attributes
What characteristics do respondents associate with each brand? Think of reliability, design, value for money, and more.
2. Orientation and information sources
We examine how respondents orient themselves when buying a new kitchen and through which channels they gather information.
- Sources of information when buying a kitchen
Which sources do they consult? For example, websites, magazines, showrooms, or recommendations from family and friends.
- Online kitchen websites
Which specific websites do they visit during their search?
- Social media
What role do platforms like Instagram, Pinterest, and Facebook play in their inspiration and information gathering?
- Preferred contact methods
How do consumers prefer to communicate with kitchen retailers? (e.g., email, WhatsApp, phone, or in-store visits)
3. Requirements and selection criteria
What do respondents consider important when choosing a kitchen?
- Age of the previous kitchen
How old was the kitchen being replaced? This provides insight into the replacement cycle.
- Trends in kitchens
Which trends influence their decision? For example, color choices, materials, or smart appliances.
- Important selection criteria
What factors weigh the heaviest in their decision? Price, design, quality, service, or something else?
4. Purchase channels and preferences
Where do consumers buy their kitchens, and why?
- Awareness of kitchen sales channels (open question)
Which sales channels come to mind first when thinking about buying a kitchen?
- Awareness of kitchen specialty stores
How familiar are they with specific kitchen stores?
- Awareness of furniture stores
Do they know large furniture retailers like IKEA also sell kitchens?
- Awareness of DIY stores
Are they aware that DIY stores sell kitchens as well?
- Awareness of building materials suppliers
Do they know these suppliers also offer kitchens?
- Awareness of online stores
Are they considering buying a kitchen online?
- Type of store where the kitchen was purchased
Where did they actually buy their kitchen?
- Specific purchase channel
Which store, chain, or webshop exactly?
- Reason for choosing that purchase channel
Why did they choose that particular store? (e.g., price, service, location)
- Preferred purchase channel for future kitchens
Where would they prefer to buy their next kitchen?
5. Purchase intention and behavior
What motivates consumers to buy a kitchen, and how do they approach the process?
- Reason for buying a new kitchen
Why are they replacing their kitchen? For example, because it's outdated, they're renovating, or moving to a new house.
- Total kitchen expenditure
How much did they spend on their new kitchen, including appliances and installation?
- Decision-making authority
Who in the household makes the final purchase decision?
6. Installation and service
How is the kitchen actually installed?
- Kitchen installation
Do consumers have the kitchen installed by the retailer, a contractor, or do they install it themselves?
7. Demographic data
Finally, we collect background information to better understand the research results.
- Gender, Age, Education level, Gross household income, Household composition, Employment situation, Nielsen region (a market research region classification), Current living situation (rental or owner-occupied), Landlord of the rental home (if applicable), Age of the current home
