Annual Report 2012 - Inwido

OUR MARKETS
How we adapt to the
changing world around us
The major part of our business is closely connected to the consumer
market. Consequently, understanding how the outside world affects
our consumers and their choices is essential to us.
About 70 percent of our business
derives from the consumer market.
Furthermore, most of our industrial
customers have consumers as their
end users. That means we must understand
not only the major forces that
affect the new-build and renovation
markets, such as GDP growth, disposable
income, interest rates, environmental
development and local regulations – as
a consumer-oriented company, we must
also understand the trends that drive
home-owners’ decision making.
Windows and doors have a great
impact on people’s sense of well-being.
They affect exposure to daylight, sense
of security, indoor climate, environmental
impact – and, of course, energy bills.
In addition, the way people view their
homes is not constant. Priorities and
habits change constantly. For example,
global urbanization means that more
people will move to cities where space
is scarce, and digilization means that we
are presented with new opportunities,
such as controlling functions like home
alarm and security settings remotely.
Meet our
seven archetypical
consumers
To help us pinpoint future needs and
continue offering innovative products,
we conducted a market survey in 2012.
In this survey, in collaboration with
consultancy agency Kairos Future, we
identified seven trends that shape the
future of our homes. We also identified
seven key consumer archetypes (see
this and the next spread). The survey
was conducted in Sweden, Denmark,
Finland and Norway, but the archetypes
are applicable to all of our markets.
These archetypes are one way in
which we attempt to categorize our
consumers, and they are of great importance
to us. We use them to guide our
brand strategies, in our marketing efforts
and when we develop new products.
By mapping our decisions against the
archetypes, we ensure that we are
meeting our consumers’ different
needs at all the right levels.
Please note that an individual is
often a combination of several types and
that the percentages stated do therefore
not equal a sum of 100 percent.
The status seeker
Motto: “One day my home
will stun you all”
Born: 1970s or later
Account for: 27 percent of homeowners
The status seeker is convinced that there
is a dream house out there – they just haven’t
found it yet. They are very aware of the
neighbourhood and want to live in certain
areas with the “right” type of people. What
others think influences them a lot – perhaps
because they are still in the process of finding
their own style and identity.
The indifferent
2
3
Motto: “More important
things in life than the home”
Born: 1950s or 1960s
Account for: 22 percent of homeowners
This group is somewhat the opposite of the
home connoisseurs: Why spend unnecessary
time, money and energy when the home
already works as it should? As long as the
home is clean and functional, they are
satisfied. The fact that they rarely get
compliments from friends about their homes
does not bother them.
Annual Report 2012 | Inwido AB
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