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Inside Custom Insights for Durables Brands and Retailers
Four options. One partner.
Custom Surveys
Put your question in front of your consumers
Quantitative consumer surveys built for a specific business question. Use them to test concepts, pricing, and messaging, understand path to purchase, and compare segments, so launch and positioning decisions rest on what consumers report.
How it can run: One wave, then monthly or quarterly
Custom Reports
Get analysis built for your decisions
Custom analysis or research, delivered as a report, that answers a defined business question. Use it to build evidence for a claim, read a promotional event, or size up a new category, with analysis shaped around the question rather than a standard reporting cycle.
How it can run: One-time, monthly, or quarterly
Focus Groups
Hear the reasoning behind the reaction - right from your buyers
Moderated sessions with recruited consumers, in person or by video. Hear how consumers respond to a product, display, or idea, and why, while there is still time to shape it.
How it can run: One session, or timed to launches
Mystery Shopping
See what your shoppers actually experience
Panelists complete real-world shopping experiences at retailers and dealers and report back on what happened: what was recommended, whether financing was offered, and how competitors were positioned. Teams get first-hand evidence for retailer, dealer, and competitive conversations.
How it can run: One wave, or timed to selling seasons
Each option can be scoped on its own or combined around one business question.
Talk to Our Team
Bring us your exact question
Set up time with OpenBrand to talk through the decision in front of your team. We’ll scope the right approach, whether a one-time project or a recurring program, and provide a proposal with timing and price for your request.
How We Work Together
Your custom insights – scoped, planned, and executed with you
Every engagement starts with the business need you bring to us. From there, we work with your team to scope, plan, and execute the custom insight that meets it.
1. Scope
Start with a business need
Bring us the question and the decision it supports. Your OpenBrand team works with you to define the question, audience, approach, deliverables, and timing.
2. Plan
Agree on the plan
OpenBrand turns the agreed scope into a proposal with timing and price for your request. Once you accept, we build the research instrument or plan around it.
3. Execute
Uncover the insights
OpenBrand sources respondents, participants, or panelists, collects and processes the data, and delivers the data and a clear read on what it means. When you need more, we scope the next wave.
Start with one project. Add waves as your needs grow.
Example of a full-year program. Cadence, categories, and topics are set with you, and any row can start as a single project. Timing and pricing are confirmed at proposal, based on the agreed scope. For custom surveys, final pricing is based on audience selection and survey length and frequency.
Still starting every study from scratch?
How our custom insights stand out
Most research approaches answer one question, once, for any industry. OpenBrand Custom Insights is built for durable goods by people who already know the category, and it is designed to build on itself project after project.
Research that starts with your category
Generalist firms start by learning your category, channels, and competitors, and results can miss the nuance that shapes durable goods purchases. Custom Insights is designed by people who know durable goods categories, channels, and shoppers, so the work starts with that context in place.
Scoped, run, and reviewed with you
Do-it-yourself tools leave design, sampling, and interpretation to internal teams. OpenBrand’s category experts scope the work with you, run it, and deliver a clear read on what it means.
Real consumers, real experiences
AI tools summarize what is already on the public web. They can’t hear from your consumers or walk into a store or dealer. Custom Insights hears directly from real consumers and sends panelists to retailers and dealers.
Each project builds on the last
Internal analysis is hard to repeat and defend, and one-off studies end when the report does. Custom Insights can start as a single project and grow into a recurring program around your biggest moments, so each wave builds on what you learned last time.
Start with the question. Get an answer you can stand behind. Build from there.
Custom Insights, Powered by Category Expertise
Every Custom Insights project is guided by OpenBrand analysts who specialize in durable goods categories. They know the products, retailers, and shoppers, so your research starts with the right context.
Our analysts work with you from start to finish. They help shape the question, design the survey or study, interpret the results, and connect what you learn to OpenBrand market, competitive, and consumer data. The same durable goods analysts stand behind OpenBrand’s syndicated data, so the story holds together from the market view to your exact question.
Need a quick read instead of a full project? Send a question directly to a category specialist. Custom inquiries give you expert perspective when you need context, not a new study.
Frequently Asked Questions
Custom Insights is OpenBrand’s custom research and analysis service for durable goods brands. OpenBrand’s syndicated data shows how a category is moving. When a team has a specific question behind its next decision, Custom Insights takes it the rest of the way, and OpenBrand scopes the right approach: a custom survey, a custom report, focus groups, or mystery shopping.
Generalist firms can field large studies across many industries, but they often start by learning your category and move on once a study is done. OpenBrand designs custom research specifically for durable goods, so the work starts with category, channel, and shopper context already in place and builds on each project, wave after wave.
AI tools are useful for summarizing what is already known, but they read the public web. They can’t hear from your consumers or walk into a store or dealer. Custom Insights hears directly from real consumers, sends panelists to retailers and dealers, and answers the questions your data raises.
Do-it-yourself tools are flexible but leave design, sampling, and interpretation to internal teams. OpenBrand’s category experts scope, run, and interpret the work with you, then deliver a read on what it means.
Syndicated data shows how your category is moving. Custom Insights takes you the rest of the way, answering the specific questions your standard deliverables don’t. Each engagement is built for one customer’s question, and it complements your OpenBrand subscriptions rather than replacing them.
Start with the question and the decision it supports, not the research method. Your OpenBrand team will recommend a custom survey, a custom report, focus groups, mystery shopping, or a combination during scoping.
Yes. Surveys, reports, focus groups, and mystery shopping can be scoped individually or together around one business question. For example, survey results can be paired with focus group conversations or real-world shopping experiences to understand why shoppers act as they do.
Either. Any engagement can be a one-time project or a recurring program. Many start with a single project and add waves on a cadence that fits the team’s calendar, such as around launches, promotional events, or selling seasons.
It depends on the question. OpenBrand scopes each request with you first, then provides a proposal with timing and price for that specific scope. For custom surveys, final pricing is based on audience selection and survey length and frequency.
Consumer Insights and Market Research teams are the most frequent requesters. Marketing, Brand, and Product Marketing teams use it to build evidence for positioning, messaging, concepts, launches, and claims. Pricing and Commercial Strategy teams use Custom Reports for analysis built around specific promotional windows.
Get the custom insights you need
What does your team need to know?
Launching a product? Testing a claim? Preparing for a retailer conversation? Bring us the exact question your existing data can’t answer.
You don’t need to know which research method to choose. Our durable goods experts will help define the right approach, with scope, timing, and pricing outlined in your proposal.
LET’S DISCUSS YOUR RESEARCH NEEDS
Beyond Custom Insights
Total Market Insights From OpenBrand
OpenBrand's syndicated data shows how your category is moving, and Custom Insights answers what's specific to your business. Both come from the same team of durable goods analysts, so the story holds together from macro to micro.
Consumer Insights
Understand the consideration, close, and leakage behavior behind your share with consumer-reported data
Market Share
Monitor market share shifts down to the SKU-level with data that was built for the durables segment
Pricing Data
Track and react to product, pricing, promotions, inventory, and assortment shifts in real-time
OpenBrand CPI
Navigate tariff impacts and inflation, with the OpenBrand CPI for Durables and Personal Goods, available monthly
EXPLORE OUR DATA
Public Quarterly Market Dashboards
OpenBrand’s data is available to the public through MarketSignal, our quarterly overview dashboards, delivering market share, pricing, promotions, and purchase insights.
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Consumer Price Index: Durable Goods | September 2026
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