Case Study
Guiding pricing and product strategy for a flooring design tool
Choosing flooring means imagining how it will work with everything around it. Canopy, a premium wood-look luxury vinyl flooring company, wanted to make that process easier with a new Design Kit pairing flooring samples with complementary cabinet, paint, and fixture materials and add-on interior design services.
Bixa supported Kirby Carol on a research project for Canopy to inform the kit’s development and launch. We explored what prospective customers wanted in the package, what they would pay, and whether a virtual design consultation could add value. The findings provided clear direction on product configuration, pricing, and an a new service opportunity.
The challenge
Canopy needed to data to help them confidently build a package customers would value—and price it with confidence. The team also wanted to explore demand for personalized design support without losing sight of its premium positioning. The research focused on:
Measuring demand among consumers considering premium vinyl plank flooring
Identifying which kit components most influenced purchase interest
Determining appropriate price points for the design kit and virtual design consultation
Translating the findings into practical product and Go-To-Market (GTM) recommendations
Our approach
Bixa designed a quantitative study with consumers actively considering premium vinyl plank flooring to understand the appeal of the offer and how buyers perceived its value. This study included:
Quantitative survey with Van Westendorp pricing analysis: We surveyed a representative sample of consumers actively considering premium vinyl plank flooring. This well-established pricing methodology identified price thresholds where perceived value and affordability intersect.
Demand and feature prioritization: We evaluated which kit components—flooring samples, cabinets, fixtures, and paint—drove the most purchase interest, enabling Canopy to prioritize high-impact features.
An upsell evaluation: We measured willingness to pay for the virtual design consultation add-on, providing Canopy with a clear revenue opportunity.
Strategic recommendations for launch strategy: Bixa translated findings into a comprehensive pricing and product configuration strategy designed to increase conversion rates and reinforce Canopy’s premium positioning.
What we accomplished
Validated demand & reduced launch risk
The research confirmed strong customer interest and identified the most valuable kit components, enabling Canopy to optimize its offering for cost efficiency, customer appeal, and a confident launch.
Pricing direction & new revenue opportunity
Customer pricing expectations informed recommended price points for the Design Kit. The study also identified willingness to pay for virtual design consultations, giving Canopy evidence to guide an additional service offering.
Strengthened premium brand positioning
Insights into what buyers valued helped Canopy shape a curated package that supported its luxury positioning, differentiated it from competitors, and maximized perceived value.
A peek behind the curtain
Highlighted tools & techniques
Van Westendorp
Finds the pricing sweet spot for a new-to-market product, service, or add-on by asking specific questions about when a price feels too cheap, good value, expensive but still worth considering, or too expensive. Rather than simply asking “What would you pay?”, it reveals the range customers perceive as credible and acceptable. It can also be used alongside other questions to tell you an ideal price range for different groups of audience members.
Quantitative survey
A large-scale survey with your precise audience puts real numbers behind what you’re hearing or suspecting—providing reliable data to validate assumptions, size opportunities, and make confident decisions.
Concept testing
This puts actual concepts for products, features, messaging, campaigns, or design in front of target customers to understand what resonates, compare competing directions, uncover potential problems, and refine the strongest ideas before significant investment is made.
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