It’s Our Anniversary Celebration!

Jun 15, 2023

It’s Our Anniversary Celebration!

It’s hard to believe that just one year ago today we launched Catapult. Here we are, 365 days later, celebrating our first anniversary.

This year has flown by and as we look back at the journey, we are feeling grateful for our clients, thankful for the opportunities we’ve had, and excited for what’s to come in year 2. We have been so fortunate to have a group of clients who believed in us enough to become our partners. When we started Catapult we knew it was an idea and business worth pursuing, but we didn’t know quite yet the joy it would bring us to build a quickly growing business while also helping our clients succeed.

Cheers to a fantastic year 1 and to the adventures (and upcoming announcements) year 2 will bring!

THE CATAPULT TEAM

Tales from the Road: Bias for Action

Apr 18, 2023

Tales from the Road: Bias for Action

Something incredibly rewarding happened to me this month – I completed an elusive accomplishment that not many in my field have done. The one-week project. After getting a call from a client on Monday, I was on a plane by Friday, doing interviews Saturday, and report delivered Monday. But it gets better. The most rewarding part is that this client is taking immediate action based on our work and making changes which we will test again in just a few weeks.

As a consultant, there’s a great deal of pride and commitment that goes into the work. And every consultant’s career has ample examples of work they did with clients that ultimately stalled or radically changed direction before action could be taken. This is the exact opposite of that. We saw and diagnosed a need, and the client is diving head first into making things better. This client calls it “Bias for Action.” I call it “awesome.”

One of the reasons I wanted to form Catapult with Jill was to be as nimble as we are capable in executing work for our clients, and the events of last week are the perfect illustration. It’s something that hasn’t been possible in the past when we worked at large research firms. We’ve likened those firms to cruise ships – they have tons of bells and whistles, but moving fast is not what they do. Now that I’m aboard a racy speed boat I can jump in with Bias for Action and make meaningful changes today, and that’s just awesome.

Justin Sutton

CO-FOUNDER
CATAPULT INSIGHTS

Home Improvement Pros feeling more stability after an uncertain 2022

Feb 21, 2023

Home Improvement Pros feeling more stability after an uncertain 2022

2022 was a rollercoaster for the home improvement, home construction, and home sales industries. Watching all of the ups and downs left us wondering what home improvement professionals were thinking about their industry today and what they expected the future to bring.

With all of these questions swirling in our minds we decided to partner with online sample provider Full Circle Research mid-2022 to get a pulse on home improvement professionals in the US and what we found was eye opening. Home improvement professionals were feeling the impact of inflation, supply chain issues and staffing shortages last year, and many expected those issues to continue to impact their revenue in the future.

Six months have passed since our last check in with home improvement professionals, so we felt it was time to get a pulse on what they were experiencing and thinking today. Once again, we partnered with Full Circle Research to survey this hard-to-reach audience and find out what was on their minds in 2023. Here’s what we found.

Inflation’s impact is expected to decrease. In 2022, 65% of pros expected their revenue to be impacted by inflation in the next year. Far fewer are saying that today – only 1 in 5 say they expect inflation to impact their revenue in 2023. Have pros successfully regulated the effects of inflation with updated expectations for margins, or is it perhaps that higher costs are successfully being passed down to the home owner?

Supply chain issues are expected to be far less concerning. Half of pros in 2022 said they expected supply chain issues to impact their revenue in the next 12 months, that number dropped to just 8% in 2023. Are supply chain issues a thing of the past or have pros found work arounds that allow them to preserve their revenue streams?

Staffing issues aren’t expected in 2023. Only 7% of pros say they expect to have staffing issues in 2023, a significant drop from the one-third of pros who said they expect staffing issues in 2022. Are the number of projects beginning to level out, or are more skilled laborers returning to the trades?

The increased optimism we’re seeing among pros aligns with the shifts that the University of Michigan Consumer Sentiment Index, a well-regarded economic indicator which measures the degree of optimism consumers feel about the economy and their own financial situation, has seen over the last year. The months of June and July were the lowest point for the index (current, future, and combined) in 2022, and now all 3 indexes are up indicating that consumers overall are more confident about the economy today and in the future than they were just 6 months ago.

Clearly the home improvement industry is continuing to shift, but what does this mean for durable goods brands and retailers?

Keep a consistent pulse on your customers. In just 6 months home improvement professionals went from expecting an uphill battle with inflation, supply chain, and staffing to feeling more secure with what the future may bring. The economy is shifting and people are feeling it which impacts their behaviors and expectations. During times of constant change it is critical to keep a pulse on what consumers are doing, thinking, and planning so your brand can be proactive in your marketing and business strategy.

Watch for over-supply in the market. Like the supply chain, a backlog of home improvement projects may finally be unraveling to return to a more normalized baseline. This means durable goods manufacturers should be watchful of over-supplying the market — something that’s been on our minds since last year. Keeping a watchful eye on consumer spending behaviors and the Consumer Sentiment Index can help your brand keep pace with demand.

Keep tabs on interest rates and what the downstream effect might be for your business. After a relentless climb last year, interest rates sit at just under double what they were a year ago. High interest rates will likely depress home sales/buying as we move through 2023. People are staying put in the homes they’ve likely already invested some home improvement dollars into over the past 2 years when home improvement projects were booming. Given this, it stands to reason that demand for home improvement projects might slow down which potentially means less supply chain strain and less staffing needs for pros to keep up. Brands who stay relevant and innovate will be top of mind for consumers and pros and will likely be able to snag a large piece of that home improvement budget pie, even if it’s overall size could shrink.

Innovate. This one is important. As signs of an apparent recession loom, we can expect more wild swings in pro (and consumer) confidence. This whiplash is challenging to navigate and can have long-term effects on consumer behavior and what people care about most. Be the brand who builds consumer confidence and stays top of mind by continually innovating, even when economic times are uncertain. History shows us that brands that innovate during a recession can come out on top. Focus on trends and evolving consumer needs, take risks, and work to take your brand and products into the future to meet consumers where they will be down the road.

Drop us a note at [email protected] if you’d like to learn more about what home improvement professionals are doing and expecting in 2023 and how your brand can shift your strategy to keep up.

Jill Miller

CO-FOUNDER
CATAPULT INSIGHTS

About the Survey

To provide the greatest value to its clients, Catapult Insights invests in consistent consumer research, especially within hard-to-reach audiences. For this Professional Pulse Survey, Catapult tapped online sample provider Full Circle Research, the industry leader for high-quality data, programming and hosting. This study was conducted from January 11 to 13, 2023, and captured insights from 303 home improvement professionals in trades across the industry spectrum. To learn more about the survey, contact Catapult Insights at [email protected]

About Full Circle Research

Named the 2021 Panel Company of the Year by The Marketing Research and Insight Excellence Awards (powered by Quirk’s), certified to ISO since 2014, GDPR-compliant and co-founder of the international ISO awareness campaign #QualityForAll, Full Circle leads the industry in online sample quality. The company’s award-winning survey experience HoNoR (Holistic Next-Level Research)® marries advanced tech, flexible community strategies, and industry-leading quality controls to deliver immediate access to proven-purest data, whether via its vibrant global panel or InstaConnect®, its premium programmatic solution that captures hardest-to-reach audiences. A staple on Inc. 5000’s Fastest-Growing Companies (2017-2022) and one of the highest-scoring businesses on Inc.’s 2022 Best Workplaces list, Full Circle’s foresight and agility are a direct result of a uniquely consultative approach delivered by diverse industry veterans. To learn more, visit iLoveFullCircle.com.

About Catapult Insights

Catapult Insights in an outcomes-focused insights and innovation consultancy that uses research as a foundational tool to help brands grow, evolve and future-proof their businesses. Catapult creates customized creative solutions to tackle specific needs, adapting their approach to answer clients’ biggest questions. Their robust suite of research methods and consulting approaches gives clients an accurate picture of people today: their needs, motivations and behaviors, as well as a predictable view into the future.

Trying McDonald’s New Order Ahead Lane

Jan 12, 2023

Trying McDonald’s New Order Ahead Lane

My history in QSR research leaves me endlessly fascinated by the advancements in customer experiences within the category. When McDonald’s opened a one-of-a-kind concept store close by I knew I had to try it.

McDonald’s interesting new concept is an order ahead drive thru lane designed to save customers time and make it an easier choice for fast food on the go. It uses the McDonald’s app, which also happens to be the most downloaded QSR app of 2022, to collect customer orders. My first experience using it was only their third day after launch, and already the overall experience was a 4 out of a 5-point scale, and I plan on using it again.

The restaurant itself is focused on drive-thru and pick-up for delivery drivers. Inside, there is no dining room or cashier; just an open space with a long counter and 2 kiosks. A separate door is dedicated to delivery drivers who are greeted by a walk-in-closet sized room with a pickup window. Outside there is a traditional drive-thru with speaker and menu board like you’ll find at any McDonald’s.

A separate “Order Ahead” lane in the drive thru is dedicated to customers who place app orders for quick pick-up, which is what I did.

MY EXPERIENCE

Placing the order and paying in the app came with few surprises but had me asking when the food was going to be assembled. Is it when I submit the order in the app? Is it when I arrive at the restaurant? I felt unsure, so I waited to submit my order until I was at a stoplight down the street.

The building was almost entirely wrapped by cars in the traditional drive-thru lane, but the order ahead window was completely empty. I pulled right up and saw that it is totally unmanned, and a vertical track with empty serving trays was continuously moving. Next, I was greeted by an employee through a speaker, who asked for my order number from the app and quickly confirmed the items.

Then came the part I had been anticipating as one of the serving trays on the conveyor system had my bags on it. My order was pulled forward and the glass door opened, making it a literal grab and go moment. The whole thing went so smoothly it almost didn’t felt as if they had been practicing and perfecting this operational feat for some time.

As I pulled away, I looked at the traditional drive-thru line for the last car in line when I first pulled into the parking lot. She hadn’t even made it to the menu board and speaker yet. I pulled into one of the few parking spots and waited about 5 minutes before that car finally pulled away with her order. Not too shabby considering it took me about 2 minutes in the app to place and pay for my order, but the real difference is that I was able to do that part on my time.

HOW IT WORKS

I went inside to check out the layout and ran into the Operator of this location. We had a great conversation about how it’s been going, and I could sense how excited he and the crew were to be part of something brand new.

My experience conducing QSR research told me that customers would be looking for speed, order accuracy, and freshness for repeat trial to occur. As it turns out, they use geo-fencing to monitor customers entering the vicinity. This presumably lets them determine when to start pulling an app order together, and when the customer confirms their order number at the order ahead window it’s sent through the conveyor system. This helps them deliver fresh food, and mine certainly was hot. A variety of tech is also used behind the scenes to boost order accuracy, including video monitoring and x-ray scans.

I plan on returning for another visit once the store has been open for a few months and reconnecting with the Operator to discuss how it’s been going. Between my positive experience and his enthusiasm, I would expect to hear great things.

My last post discussed the post-pandemic romanticism of in-person experiences, and this new approach from McDonald’s is a great example of blending traditional and digital ordering experiences. Considering the incredible volume of mobile ordering apps downloaded in 2022 it’s safe to say that this mode of ordering is here to stay, and QSRs will be busy learning about best practices, CX, and how different order journeys intermingle within the lives of their customers in 2023.

Justin Sutton

CO-FOUNDER
CATAPULT INSIGHTS

Tales from the Road: Chasing a Memory

Dec 8, 2022

Tales from the Road: Chasing a Memory

Like many, I have been anxiously awaiting and keenly observing post-pandemic human behavior. Something I’ve been pondering is whether we’re returning to old norms, evolving into a “new normal,” or something in between. After a coast-to-coast trip conducting in-store interviews in central business districts of New York, Chicago, and Seattle, I think we’re most likely headed to that in-between existence.

Anyone in those cities can tell you that crowds are on full display. Hybrid workers are reporting more and more in-office time and the result is the resurgence of a bustling city center. Fast casual and quick-serve restaurants (QSR) are reacclimating to these crowds and lines that stretch out the door as they did in 2019.

It’s interesting to note how QSR solutions that rapidly evolved during the pandemic with solutions like order-ahead apps and curbside pickup, appear to be in limited use today. As I ask myself, “Why are people waiting in these lines?”, I also find myself waiting in lines over ordering ahead to maximize the freshness of my food. The thought of my burrito sitting on a shelf for even 5 minutes takes away from what I experience with my first bite. But I think there’s more to it.

I believe there is a longing to return to a time in which people felt more empowered to make active choices. During the pandemic, many felt forced to alter their behaviors, adopting new tech-enabled experiences that brought new benefits but left people feeling less in control.

Across various projects with multiple QSR clients I’ve observed a romanticism of in-person experiences. They seem to miss it because they weren’t allowed to say goodbye on their terms. However, it seems that memories of pre-pandemic experiences have elevated to a point of unreasonable expectations. In research, this is why we aim to get as close as possible to moments of interest – memories can be unreliable. And as shoppers return, they seem more difficult to please than ever.

Are they truly remembering what those in-person experiences were like, or are their memories focused on positive aspects while omitting the painful bits? It’s no secret that the human mind is forgetful, possibly by design, so I wonder how much of their memories are selectively focused on the positive aspects because what they really miss is feeling in control.

The bottom line is that people may be chasing a memory of something that never truly existed, and this could have huge implications on consumer journeys. Shoppers seem to be consciously forfeiting benefits of tech-enabled experiences while also feeling unsatisfied with their preferred journey. They are feeling stuck in between their memories of how it used to be and the “new normal” setting up massive potential for disappointment unless brands really engage to understand customer needs entering 2023. Many of our clients are showing timely interest in studying their customer journeys and the conscious and subconscious needs people will encounter along the way. And those that aren’t probably will be soon.

Justin Sutton

CO-FOUNDER
CATAPULT INSIGHTS

Understanding the Homeowner Mindset

Aug 30, 2022

Understanding the Homeowner Mindset

Understanding people at their core is key to what we do at Catapult. Having a holistic view of a person, the things that are meaningful to them, and the mindset they bring into everyday life brings context to their actions and behaviors. It shines light on why people think, feel, and do the things they do, making it easier to predict what they are likely to think, feel, and do in the future.

That’s why we asked people what’s on their minds as part of our US Homeowner Home Improvement Survey. Getting a peek into recent conversations with loved ones and issues that are top of mind provides an interesting lens through which to interpret home improvement plans.

Issues like inflation and the economy were dominant concerns across the board, whereas other issues hit harder in different age categories. Political strife and the war in Ukraine are more concerning to those over 65. Women’s rights is notably more in focus those between 25-44 years old.

But what does this have to do with home improvement?

The answer is surprisingly simple: control. Feeling in control is a basic need that can drive conscious and subconscious human behaviors. Entering a post-pandemic era, much of mankind is grappling with a massive loss of control over their everyday lives. At the height of the pandemic things were changing so quickly that it became difficult for people to plan much more than a week ahead of time. As everyday behaviors that were taken for granted suddenly became socially unacceptable, our collective ability to make our own choices receded.

It’s natural that people began turning attention to the one place they had the most control over: their homes. It stands to reason that extra time spent at home during the pandemic would highlight areas homeowners aspire to spruce up, but the added complexity of human desire for control is an important one that everyone in the home improvement category should be paying attention to.

Forces beyond homeowners’ control have always been present and limited what projects they could take on, but the current conditions are unique. When sanctuaries turned into shelters, people became primed to view their home as the last line of defense in exerting control over their lives. Although Covid restrictions are waning, it’s important to remember that the heightened emotional significance of one’s home will not fade as quickly – or at all.

Combine this with concerns about the economy and inflation and homeowners are feeling helpless in their desire to do the things they’d like to do.

As part of our survey, homeowners shared recent topics of conversation in their household which gave us a good read on their mindset. Here’s a peek:

So, what’s the implication of this for the home improvement category?

Homeowners might do fewer projects than they’re planning. Our previous blogs revealed more than 8 in 10 homeowners are planning a home improvement project in the coming year, but what happens when they learn their budget doesn’t go as far as it once did? We’re predicting some shifting priorities and delayed gratification as homeowners pause their plans until they can save enough money. This will agitate feelings of lost control, leading some to fester and others to forge ahead.
Some shoppers will look for thrifty alternatives. When waiting just isn’t an option, a subset of homeowners will adjust their expectations or consider lower priced products. Our bet is that they will focus their spend on one aspect of their project while skimping in others. Products that successfully position themselves as the centerpiece of home improvement projects will enjoy more leeway on pricing.
A supply chain ripple is on the way. In a few years when the economy rebounds there will be a tidal wave of backlogged projects being done, creating an echo of today’s supply chain strains. This will be relieved somewhat by the overstock sales that are anticipated in the coming 6 months, but the economic recovery that happens later will align with many homeowners who have put off projects around the house.

Give us a shout at [email protected] if you’d like to learn more about how you can leverage a holistic understanding of people to strategically grow your brand.

Justin Sutton

CO-FOUNDER
CATAPULT INSIGHTS

About the Survey

The Catapult Homeowner Home Improvement Survey was completed in July 2022. A representative sample of 1,090 US homeowners age 25+ were recruited from the Full Circle Panel and completed the short online survey. Contact Catapult Insights at [email protected] for more information.

About Catapult Insights

Catapult Insights in an outcomes-focused insights and innovation consultancy that uses research as a foundational tool to help brands grow, evolve and future-proof their businesses. Catapult creates customized creative solutions to tackle specific needs, adapting their approach to answer client’s biggest questions. Their robust suite of research methods and consulting approaches gives clients an accurate picture of people today: their needs, motivations and behaviors, as well as a predictable view into the future.

About Full Circle Research

Named the 2021 Panel Company of the Year by The Marketing Research and Insight Excellence Awards (powered by Quirk’s) and a staple on Inc. 5000’s Fastest-Growing Companies (‘17, ‘19, ‘20, ‘21), Full Circle leads the industry in data quality and niche communities. The only US-based, online consumer sample provider certified to ISO 26362; now certified to ISO 20252; and the Promoter of #QualityForAll, Full Circle’s award-winning survey experience HoNoR (Holistic Next-Level Research)® marries advanced tech, flexible community strategies and industry-leading quality controls to deliver immediate access to proven-purest data. One of the highest-scoring businesses on Inc.’s 2022 Best Workplaces list, Full Circle’s foresight, agility and innovations are a direct result of a uniquely consultative approach delivered by diverse industry veterans. To learn more, visit iLoveFullCircle.com

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