Keystone Market Research Launches Keystone Signal™: Powerful New Online Platform Turns Consumer Data Into Clear Direction
Keystone Market Research has launched Keystone Signal™, a new online software platform designed to transform the company’s comprehensive fenestration consumer research from static reports into actionable intelligence - helping installers apply targeted end-customer data directly at the point of sale and throughout the supply chain for product and marketing development. Developed from Keystone Market Research’s extensive programme of consumer research, Keystone Signal™ brings together more than 22,000 consumer data points into one database, making detailed insight easier to access, explore and apply to real-world business decisions. The platform launches with two distinct applications: Keystone Signal™ Sales, an intuitive sales aid designed for installers and salespeople, and Keystone Signal™ Intelligence, a powerful data interrogation platform for product developers, manufacturers, suppliers and marketing teams. Keystone Signal™ Sales: Keystone Signal™ Sales has been developed to help installers better understand homeowners and guide them through product and style choices during the sales conversation. Keystone’s latest consumer research found that just 7% of homeowners said that, when window or door salespeople visited their home, they addressed what mattered most to them and recommended styles that suited their taste very well. In the same survey, 91% of homeowners said that if two installation companies offered similar products, they would choose the company that better demonstrated an understanding of their needs and style, and 60% said they would still choose that company if it was more expensive.
For installers, this creates a significant opportunity. Keystone Signal™ Sales uses insight from thousands of homeowners to help guide the conversation - supporting installers as they work with customers to identify preferences, narrow down choices and arrive at a specification that reflects what matters to that individual homeowner. This is particularly relevant to one of the frustrations repeatedly highlighted in Keystone’s installer research: homeowners often don’t know exactly what they want, change their minds throughout the process and increasingly look to installers to support their decision-making. Rather than relying solely on instinct or presenting homeowners with an overwhelming range of choices, Keystone Signal™ Sales provides a simple, guided way to use consumer insight at the point of sale, supporting installers to build trust, increase sales and profitability. Keystone Signal™ Intelligence: The second application, Keystone Signal™ Intelligence, takes Keystone’s consumer research beyond the traditional report. Rather than providing customers with a static document to read through, the platform allows users to explore and tailor the data to their own business applications. Users can analyse consumer preferences across a range of demographics, including age, gender, location, property type, property age, tenure and life stage. The data can then be broken down across product categories including windows, doors, glazing and extension roof styles, helping businesses understand the end-customer, identify growing opportunities, gaps in the market and changing priorities, for more targeted product and marketing
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