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RESEARCH
Below are research studies that have been conducted by CHA. If you have any questions about the information or how the research was conducted please contact Keri Cunningham. CHA Attitude & Usage Study The CHA Attitude & Usage Study is custom quantitative research commissioned by CHA on behalf of CHA members to track the U.S. craft industry. The study is conducted by Ipsos Marketing, the world’s fourth largest market research survey firm. Approximately 6,000 geographically and demographically representative crafting households participate in the study annually through a mail diary questionnaire. Survey results are mailed monthly and reported quarterly on the CHA Web site. The primary objectives of this research are to:
2008
2006
2005 This study looks at craft participation in U.S. households.
 CHA Crafter Insight Study In December of 2007, CHA commissioned a comprehensive consumer study with Iconoculture* to better understand the emotional appeal of crafting and key drivers that influence a crafters purchasing behavior. This is an important study that will help you connect with consumers of all ages, build relationships and appeal to their lifestyles. This research explored the following topic areas:
*Iconoculture is a leading research firm dedicated to understanding the “why” behind the “what” of consumer behavior. This study spoke directly with approximately 150 crafters nationwide through on-line discussions. The people interviewed in this study are members of a virtual consumer community consisting of 500+ consumers from across the United States. Members are age 18 and over, and are recruited to reflect four age breaks – Millennials, Gen X, Boomers and Matures. These members also represent various ethnicities, income levels and geographical locations. CHA Scrapbooking Study The Scrapbooking segment continues to represent a major portion of the revenue for the crafts industry. In 2007, CHA worked with Ipsos Marketing, the world’s fourth largest market research survey firm, to conduct a customized Scrapbooking Study. The study was conducted to examine the current usage and attitudes of scrapbookers in greater detail. The information in this report is intended to help CHA members make better business decisions about the development and marketing of new scrapbooking products. The specific objectives to be addressed in this study are to:
Asian and African American Exploratory Research In December 2007, CHA partnered with Phoenix Multicultural to conduct a study with Asian Americans and African Americans to better understand the data surrounding these segments as well as the mindset of these consumers especially as it pertains to crafting. These reports are meant to provide a foundation of information on each of these segments by conducting “man-on-the-street” interviews with each consumer group, using information from secondary and published data and talking to several experts in the industry. The key objectives include:
2006 CHA Member Survey During the Fall of 2006, CHA retained Kerr & Downs Research to conduct a survey of the Association's 4900+ members. This survey sought to determine members' perceptions and view of the strategic mission and objectives, annual trade show, member benefits, management and staff, marketing and public relations programs and other industry organizations. The 2006 CHA Member Survey is available to CHA members without charge. Click on the link below to view the Member Survey. View Member Survey The Impact of Hispanic Crafters on the U.S. Craft Industry In 2007, CHA again partnered with Phoenix Multicultural (formerly Phoenix Multicultural Access Group), an award-winning multicultural market research consulting firm, to study the impact of Hispanic crafters on the U.S. craft industry. The Association is seeking to demonstrate how the Hispanic market, now the largest minority segment in the United States, represents a growth opportunity for the craft industry.
The Academic Value of Hands-on Craft Projects in Elementary Schools Study This report, one of the first studies ever to investigate the impact of hands-on projects and academic learning, concludes that many elementary school educators have found hands-on crafts projects to be one of the best techniques to enable students to sustain knowledge while instilling a curiosity for and appreciation of learning. The Executive Summary describing the study's findings is available and the Hands-On Craft Projects Research is available to all without charge. Printing Instructions: All research is in an Adobe Acrobat Reader (PDF) document. You will receive a message if Adobe Acrobat Reader is not installed on your computer. Click here to download this free program. For research that is only available to CHA members, a password-protect window will appear and current members can submit the user name and password to access this research. Before printing, change the page set-up to a horizontal orientation or landscape setting. To print the research document, select the "printer icon" within the Acrobat Reader frame. Otherwise, if you select the printer icon from your computer's menu bar, this may result in printing a blank page. |
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