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Postsaver Market Research Report
Postsaver Market Research Report


 

Background 

The objective of the market research was to establish the likely sell through of wooden fence posts fitted with Postsaver ground line sleeves to prevent ground rot when compared to both standard wooden fence posts and wooden fence posts offered with a 15 year guarantee. 

A further question was asked to establish a benchmark for consumer’s expectations in relation to wooden fence post lifespan.  

Ipsos-mory were commissioned by Postsaver Ltd to undertake online omnibus market research across a nationally representative sample of 2176 GB adults aged 16-75 with a 50/50 split between male and female recipients (full results tables below). 


Summary 

Firstly looking at consumers expected average wooden fence post life, for 71% of respondents this averaged out at around 10 years post life with 8% expecting a post to last up to only 5 years. 

When looking at consumers’ willingness to spend an additional £2.50 for a fence posts pre fitted with a protective ground line sleeve instead of buying a standard or guaranteed wooden fence post the results were wholly positive in both cases. 

When compared to a standard wooden fence post  91%  of respondents were likely to spend an additional £2.50 for a wooden fence post fitted with a protective sleeve proven to give a post life of 20 years with 57% being definitely prepared to spend the extra £2.50 

When compared to a wooden fence post guaranteed to last 15 years  86%  of respondents were likely to spend an additional £2.50 for a wooden fence post fitted with a protective sleeve proven to give a post life of 20 years with 43% being definitely prepared to spend the extra £2.50 

On this basis offering added value Postsaver sleeved posts in place of both standard and 15 year guaranteed wooden fence posts should result in assured sell through.  
 
 
Summary of research results 


Question 1 

Once placed in the ground, how many years would you expect a new wooden fence post to last before it needed to be replaced? 


Response 


1. Up to 5 years  8% 

2. 6 – 10 years  34% 

3. 11 – 15 years  29% 

4. More than 15 years 21% 

5. Don’t know  8% 
 
Observation 

By calculation the expected average wooden fence post life for 71% of respondents was around 10 years. 
  



Question 2 

Please assume a standard wooden fence post costs £10 and lasts approximately 8 years.  
Would you be prepared to spend a further £2.50 for a fence post fitted with a protective groundline sleeve to prevent ground rot that gives the post a proven post life of 20 years? 


Response 


1. Yes – definitely  57% 

2. Yes – possibly  35% 

3. No    3% 

4. Don’t know  5% 

 
Observation

92% of recipients would be likely to spend £2.50 extra for a post fitted with a ground line sleeve with 57% saying they would definitely be prepared to spend an extra £2.50per post for this. 
 


 
Question 3 


Please assume a fence post guaranteed to last 15 years costs £11. 
 
Would you be prepared to spend a further £2.50 for a fence post fitted with a protective groundline sleeve to prevent ground rot that gives the post a proven post life of 20 years? 
 


Response 
 
1. Yes – definitely 43%  

2. Yes – possibly  43% 

3. No  8% 

4. Don’t know  6% 
 
Observation 

86% of recipients would be likely to spend £2.50 extra for a post fitted with a ground line sleeve with 43% saying they would definitely be prepared to spend an extra £2.50 per post for this. 




 
 
 
 
 
 
 

 
 
 
 

 
 





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