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 development.

Charlotte Hawkes, director at Keystone Market Research, said:

“For data to be useful, it needs to be applied as easily as possible. Keystone Signal moves consumer data from static reports into a game-changing service that can be used both at the point of sale and at the point of product and marketing development – and tailored specifically to each company’s needs.

“Early on in our research, I could see the potential for this data to be used by installers in the home. As we saw the statistics around homeowners not receiving the support they needed, it became even more apparent how much of an impact this could have if we could make the insight user-friendly and enable it to be tailored at the time of the conversation.

“Our installer research reinforced that opportunity,” she continued. “Time and time again, installers told us that one of the frustrations in the industry today is that homeowners don’t always know what they want, change their minds repeatedly and look to the installer to guide their decision-making. Keystone Signal Sales helps address this by leading the installer and homeowner through the choices that thousands of similar homeowners have made, leading to a confident specification seamlessly.

“At the same time, through our Intelligence model, we’re putting all the data directly into users’ hands. Instead of a static report to read through, users can tailor the data to their exact requirements.

“I’m incredibly proud of this latest launch. Keystone Signal Sales is an intuitive sales aid that I believe can be a game-changer for installers – helping them demonstrate a genuine understanding of their customers’ needs and style, build trust and ultimately increase profitability. And Keystone Signal Intelligence is an exciting step forward for our wider market data, allowing users to explore more than 22,000 consumer preference data points through a very simple process.

“Together, the Keystone Signal platform creates a powerful new way for fenestration businesses to use consumer research, turning complex data into a clear direction for sales, product and marketing decisions.”

Click here for more information about Keystone Signal, or to book a demonstration.