This programme was established to create an in-depth understanding about the use of finger jointed and primed timber products in the exterior cladding, siding, and trim market in the US. The research team was drawn from both Scion and Locus Research and incorporated design engineering, environmental science, design research, engineering and other skills.
A key deliverable of this research programme was to identify options for adding significant value to finger jointed material and applying this information to enable new product development strategies to be formed.
This was a technically and geographically demanding study that involved defining the key regional markets based on a range of metrics and then undertaking through two US market visits actual on the ground intelligence to be used to make final
recommendations. The study involved both qualitative and quantitative data including the creation of a set of developed customer groups, customer requirements and technical requirements and benchmarking.
The study also investigated the environmental sustainability context within the US and what frameworks were established and working effectively within the market. The team undertook a Life Cycle Assessment (LCA) Scenario exercise which looked closely at transport, but also looked at other environmental issues within the current value chain.
The Compass project was initiated to explore opportunities for adding value to exterior radiata products, in particular cladding trim and fascia in the US residential housing market.
Over a period of a year the marketing drivers within have been studied carefully from a product and customers perspective. Several visits to construction sites and workshops with users and consumers were conducted to get closer to the customer and build a better understanding of the challenges and opportunities for the products.
The result was a product framework for use in new product development and marketing activity.
