FAQs - OpenBrand

What exactly are consumer durables?

Consumer durables are typically large purchases with an expected long-term lifespan. Items like home appliances, outdoor power equipment, power tools, fitness equipment, and electronics are all examples of goods that fit into this category. You could also think about it as any major purchase you might make at a Lowe’s, Home Depot, or Walmart.

How is the data sourced?

The Durable IQ survey is run quarterly and surveys 600,000 households in the United States each year, or 150,000 per quarter. The survey asks consumers a series of questions about the purchases that they’ve made within the past 90 days and is broken up into three modules.

• The first module is about the purchase itself and includes questions regarding what items were purchased, where they were purchased from, and how much they cost.
• The second module dives into consumer behavior by inquiring about what other outlets the consumer considered and why they ultimately decided to make the purchase.
• The final module asks about highly specific features of the product to allow for more detailed analysis (i.e. did the refrigerator that you purchased also have an ice maker?).

There is an 80% completion rate through module three, meaning all of this data is available at a large, statistically significant sample size for most of the products.

What is the coverage of the Durable IQ data?

OpenBrand has coverage published from the last 40 quarters and the data is updated once per quarter.