Monday, April 12, 2010

Attendees Hear Results of Attachments Focus Groups

During the opening session, attendees heard the results of three focus groups conducted recently to learn what consumers and design professionals think of the concept of attachment ratings and labels.

Leonard Greenberger, of Potomac Communications Group, explained that focus groups were held with homeowners in New Orleans and Washington, D.C., and interior designers and architects in Chicago.

First, the focus groups confirmed that consumers want NFRC ratings, said Greenberger, but they want context for the label, such as the definitions of U-factor or SHGC. Consumers also want NFRC to:

•use plain language

•provide ratings in multiple places

•make the label stand out (e.g., use a bright color)

•include ratings for reference window alone and with the attachment

•make the Web site prominent

•invest in education

Greenberger then presented a label design that reflected the feedback of consumers. Meeting attendees provided feedback on the label design which generated “some good discussion,” said NFRC CEO Jim Benney.

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