Market Research

ObjectivesMarket opportunities

Reactions/feedback

Co-operation

Main Steps & MethodologyObjectives

Time frame

Target groups

Research methods

Research locations

Results

Schedule12 - 19 April Preliminary research conducted in Finland

7 - 9 April Frankfurt Musikmesse

18 May - 30 July The U.S. research

21–23 July NAMM show in Nashville

Target GroupsManufacturers and builders

Educational institutes

Musicians

Retailers

Other

Findings – Secondary ResearchCompetitive (non-wood) materials

High-pressure laminates

Phenolics

Carbon Fiber and Graphite composites

NFC Tonally superior

Findings – Primary ResearchManufacturers’ perspective

Disadvantages

Complicated pricing

Weight/strength ratio

Availability

Processing methods

Findings – Primary ResearchManufacturers’ perspective

Advantages

Similar appearance, feel and weight to ebony

Tonal qualities and feel

Consistency and stableness

Sustainability

Findings – Primary ResearchLuthiers’ perspective

Polarized views

Supportive

Pro-sustainability

Findings – Primary Research Guitarists’ and retailers’ perspective

Good sound

Wood-like feel

Consistent

Repairability?

RecommendationsOpen dialog

Co-operation

Education and marketing

Further research

Alternative business models

ConclusionPositive customer feedback

Competitive performance

Changes in the market

-Severe regulations

-Ebony deficit

TIME TO ACT!