Consumer Insights

Overview

10 years’ (40 quarters) of online survey data in the United States. Unaided product and outlet capture allows read of much smaller brands and retailers. Data in this file is for years 2012-2022. Primary, quantitative survey data allows collection of comprehensive KPIs not available through POS data, receipt data, or other sources.

OpenBrand's market insights and consumer survey data for durable goods provides researchers with the information needed to uncover trends, reveal patterns, and even predict consumer behavior and industry trends. These data include 10 years of historical data from market share to purchase drivers to consideration sets, demographics, online v. in-store channel and more.

Data Information	Value
Refresh Cadence	`Quarterly`
Historical Coverage	`2012`-`2022`
Topic	`Durables`

Schema

Create a Dewey Data login and navigate to the Table Structure view in the product for a description of each variable. The table structure is the same across OpenBrand datasets. Consumer Insights - Major Appliances

Key Concepts

Primary Key

The primary key of a data file is: Period, RespondentID, and ProductID.

Multi-Punch Variables

Several variables are “multi-punch” variables. In a multi-punch variable, the respondent can provide more than one answer to the question. To accommodate this, another column is added with three underscores and an index number. For instance, a respondent provides two answers to the Why_Bought_Brand question, in the table there are Why_Bought_Brand and Why_Bought_Brand___1.
- If a column has three underscores, then it is a multi-punch variable. No other variables contain three underscores.

Multi-Punch Variable	Single Punch Version
`Why_Bought_Brand` `Why_Bought_Brand\_\_\_1`	`Why_Brand_Appearance` `Why_Brand_Features` `Why_Brand_Good_Name` `Why_Brand_Guarantee` `Why_Brand_Other` `Why_Brand_Prev_Owned` `Why_Brand_Price` `Why_Brand_Quality` `Why_Brand_Recommended` `Why_Brand_Right_Size`
`Why_Bought_Store` `Why_Bought_Store\_\_\_1`	`Why_Store_Advertising` `Why_Store_Credit` `Why_Store_Display` `Why_Store_Experience` `Why_Store_Location` `Why_Store_Other` `Why_Store_Price` `Why_Store_Recommended` `Why_Store_Repairs` `Why_Store_Salespeople` `Why_Store_Saw_in_Store` `Why_Store_Selection` `Why_Store_Stands_Behind_Prod`
`BrandConsidered\_Multi` `BrandConsidered\_Multi\_\_\_1` `BrandConsidered\_Multi\_\_\_2` `BrandConsidered\_Multi\_\_\_3`	Shopped_Brand_X, where “X” is some brand name. This will have a value of `1` if the respondent bought Brand X or shopped for Brand X.
`Outlet\_Shopped\_Multi` `Outlet_Shopped_Multi\_\_\_1` `Outlet_Shopped_Multi\_\_\_2` `Outlet_Shopped_Multi\_\_\_3`	Shopped_A, where “A” is some outlet/retailer name. This will have a value of `1` if the respondent bought from Store A or shopped at Store A.

FAQs

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.