Simpson Doors

goal

How do we sell more doors?

Code

DIscovery

My first observation of doors in America was with front doors:

Big, thick doors, solid, but with clear glass sidelights. If you want to break in, don’t break the door, but the sidelight.

Then I saw these outside stairs covering the front of every building. My first impression was that they would help burglars go through the window. My friend’s reaction was, “You don’t use them to get in; they are fire escapes. “Ok, fine.”

Then I read that someone wanted to pass a law against putting bars on the outside windows in California. The rationale was that if a house was on fire and a baby was inside alone, how could the fireman gain access if the windows had bars?

So

What ?

The first imprint was your mother leaving you alone and closing the door. This occurred at an age when you did not know if she was still alive when she disappeared and if she was ever coming back. So, a closed door from the inside is total panic. You might die as you depend entirely on this significant human being (your mother) to survive.
Never show a door from the inside and closed.
We changed product presentations with pictures of the door open, taken from outside, and with people and children going out, free to leave, which means safe.
The Reptilian priority is being able to go out.
The number 1 danger is to be stuck inside.
Now we understand why bars on windows could become illegal in California and why fire escapes and sidelights are priorities.
We designed a door with a little window in the middle so people could see the outside world.

The

Results

We sold three times more of the door with the little window than a door without, even if the latter was less expensive.

SOME WORDS

FROM OUR CLIENTS

Beth Comstock, CMO, General Electric

"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."

Grace Han, Division Expertise, LG Electronics

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"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."

Mr. Soucare, President Pfizer, France

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"The depth of insight and the detail and the precision are far greater than those from traditional studies."

Ellen J.Kullman, CEO, DuPont Company

"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."

Dave Bostwick, Dir. Market. Research, Daimler Chrysler

"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."

Jack V.O Kennard, Vice President, Brown-Forman Beverages

"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."

Kevin Keller, VP Internet Marketing, GMAC Insurance

"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."

Charlotte R. Otto, Global External Relations Officer, Procter & Gamble

"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”