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.

 

The market research data provided by Qudata, Market & Trend Analyses BV is strictly for internal use within the customer's own company.

The customer may not share, sell, transfer, or make the acquired data available to third parties, including but not limited to other companies, industry organizations, research agencies, or media. Publication of (parts of) the data is only allowed with prior written consent from Qudata, Market & Trend Analyses BV.

The customer may not modify the data or combine it with other information to create new analyses or reports that are used or shared outside the internal business operations.

All rights to the provided data remain the property of Qudata, Market & Trend Analyses BV. The subscription only grants a right of use under the terms of this agreement.

Qudata, Market & Trend Analyses BV reserves the right to conduct an audit if there is suspicion of a breach of these terms and to take appropriate action, including terminating the subscription without refund and claiming damages.

If you are interested in trying out these data, Qudata HomeAnalytics offers targeted customers the possibility to access the oldest data sets for free for a period of one month. If you are interested click here.

Each table can be cross referenced and downloaded in spreadsheets.

In these surveys we aim to understand how familiar consumers are with different brands of bathroom and sanitary products and what associations they have with these brands. This helps us map the competitive landscape and consumer perceptions.  

Consumers are asked to spontaneously name brands they know. This provides insight into top-of-mind awareness.  

- Brand awareness of specific bathroom and sanitary product brands (closed question)  

We present a list of brands and ask consumers if they recognize them. This measures prompted awareness.  

- Source of brand knowledge 

  Where did respondents first hear about these brands? (e.g., advertising, online research, in-store visits, recommendations from friends, etc.)  

Which brand did they ultimately choose when purchasing bathroom or sanitary products?  

What qualities do respondents associate with each brand? (e.g., durability, innovation, design, price-quality ratio, etc.)  

2. Orientation and information sources  

How do respondents research bathroom and sanitary products before purchasing?  

  Which sources do respondents consult when looking for information? (e.g., websites, brochures, showrooms, recommendations from family and friends, etc.)  

  Which specific websites do consumers visit when researching these products?  

- Social media 

  What role do platforms such as Instagram, Pinterest, and Facebook play in their search for inspiration and information?  

  How do consumers prefer to communicate with sellers of bathroom and sanitary products? (e.g., email, phone, chat, in-store visits, etc.)  

What factors influence the choice of bathroom and sanitary products?  

  How old were the bathroom or sanitary products that are being replaced?  

- Trends in bathroom and sanitary products  

  Which trends influence their decisions? (e.g., smart bathrooms, water-saving solutions, design innovations, etc.)  

  What are the most important factors in their decision-making? (e.g., price, brand reputation, sustainability, functionality, design, warranty, etc.)  

- Bathroom and sanitary products in the current bathroom  

  What bathroom and sanitary products are currently installed?  

- Recently purchased or planned purchases  

  What bathroom or sanitary products have they recently bought or plan to buy soon?  

  What aspects of the purchase channel (retailer, store, or online platform) are most important to respondents? (e.g., pricing, customer service, availability, delivery speed, etc.)  

Where do respondents buy their bathroom and sanitary products, and why?  

  Which sales channels first come to mind when respondents think about buying bathroom and sanitary products?  

  Are respondents familiar with specialized bathroom retailers?  

- Awareness of furniture stores  

  Do they know that furniture stores also sell bathroom and sanitary products?  

- Awareness of DIY stores  

  Are they aware that DIY and home improvement stores offer bathroom and sanitary products?  

- Awareness of building materials suppliers  

  Do they know that these suppliers also sell bathroom and sanitary products?  

  What type of store did they choose for their purchase?  

- Specific purchase channel  

  Which specific store, chain, or webshop did they buy from?  

- Reason for choosing this purchase channel  

  Why did they choose this particular store or website? (e.g., price, service, convenience, availability, etc.)  

- Preferred purchase channel for future purchases  

  Where would they prefer to buy bathroom and sanitary products in the future?  

What drives respondents to buy new bathroom and sanitary products, and how do they make decisions?  

- Bathroom and sanitary product purchases  

  Have they recently purchased bathroom or sanitary products?  

- Motivation for purchasing new bathroom and sanitary products  

  What is the reason for replacing or adding new products? (e.g., wear and tear, remodeling, sustainability improvements, lifestyle upgrade, etc.)  

  How much did they spend on these products?  

- Decision-making authority  

  Who in the household makes the final decision on these purchases?  

6. Installation and service  

How are the bathroom and sanitary products installed?  

- Installation of bathroom and sanitary products  

  Were the products installed by a professional service, the store, or did the consumer install them themselves?  

7. Demographic data  

To better analyze the survey results, we collect background information about respondents.  

- Gender, Age, Education level, Gross household income, Household composition, Employment status, Nielsen region (a regional classification for market research), Current housing situation (rental or owner-occupied)