The Farnsworth Group
The Farnsworth Group is a U.S. custom market research firm that has served the building products, home improvement, and lawn & ranch industries for over 35 years, delivering custom qualitative and quantitative research, brand health tracking, product development studies, and recurring syndicated trackers to manufacturers, suppliers, and retailers.
- Company typePrivate
- Founded1990
- HeadquartersIndianapolis, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The Farnsworth Group does
The Farnsworth Group is a U.S.-based custom market research firm founded around 1990 and headquartered in Indianapolis, Indiana, with a distributed team of roughly 100-250 employees. For more than 35 years it has served exclusively the building products, home improvement, and lawn & ranch sectors, delivering qualitative and quantitative research to manufacturers, suppliers, and retailers. Its four core service lines are Customer Usage & Attitude, Brand Health, Product Development, and Market Sizing, delivered through a three-stage Define & Customize, Qualify & Collect, Analysis & Action process that is anchored in proprietary data quality protocols combining automated screening with manual expert review.
The firm monetizes primarily through commissioned custom research projects typically priced at $20,000-$50,000 per engagement, supplemented by a growing portfolio of recurring trackers and syndicated reports including the Quarterly Contractor Index, the Homeowner Activity Tracker, the Contractor Activity Tracker, and the NHPA-partnered Independent Retailer Index. It also produces deep category reports across more than a dozen building product verticals, an annual Building Products Customer Guide, and a sold-out annual customer workshop. Enterprise client logos on its website include BASF, BEHR (Masco), Husqvarna, Lowe's, USG, and Kohler. Distribution is direct-to-business via a consultative sales motion, with thought leadership content (blog, webinars, podcasts, the Shop Talk series, and partnerships with HIRI, NHPA, NAHB, and Harvard's Joint Center for Housing Studies) functioning as the primary demand-generation engine. The company is privately held, family-influenced (Grant Farnsworth as President, Erica Farnsworth as Data Analyst), and operates only in the United States with no disclosed external investors, funding rounds, or M&A activity.
The Farnsworth Group firmographics
Firmographics- Name
- The Farnsworth Group
- Legal name
- The Farnsworth Group
- Website
- https://thefarnsworthgroup.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Farnsworth Group is a U.S. custom market research firm that has served the building products, home improvement, and lawn & ranch industries for over 35 years, delivering custom qualitative and quantitative research, brand health tracking, product development studies, and recurring syndicated trackers to manufacturers, suppliers, and retailers.
- Ownership category
- akta.pro rank
The Farnsworth Group industry classification
Industry- Product category
- Custom Market Research
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- akta.pro primary industry
- Industry & Sector Research (Syndicated/Custom) (BPAHALAE)
- akta.pro secondary industries
- Self-Performing General Contractors (IMAFAAAI), General Home Improvement & Hardware Stores (CRAIADAA), Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO)
Keywords
Where The Farnsworth Group is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Farnsworth Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom Market Research Projects: The Farnsworth Group generates revenue through commissioned custom market research projects for building products manufacturers, suppliers, and retailers. Projects are tailored to client-specific needs and typically range from $20,000 to $50,000 for qualitative or quantitative custom market research engagements. Revenue is project-based and service-oriented, not recurring subscription-based.
- Published Research Reports and Industry Indices: The company produces recurring industry tracking reports including the Quarterly Contractor Index, Homeowner Activity Tracker, Contractor Activity Tracker, and Independent Retailer Index. These reports appear to be made available through subscription or single purchase, often in partnership with industry associations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom research project pricing typically ranges from $20,000 to $50,000 depending on scope, methodology, and sample requirements. |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
The Farnsworth Group product offering
Product offeringCore offering
The Farnsworth Group provides custom market research and insights exclusively for the building products, home improvement, and lawn & ranch industries. Its four core service lines are Customer Usage & Attitude Research, Brand Health Research, Product Development Research, and Market Sizing & Structure Research, delivered through a Define & Customize / Qualify & Collect / Analysis & Action process. The firm supplements custom projects with recurring published research reports such as the Quarterly Contractor Index, Homeowner Activity Tracker, Contractor Activity Tracker, and Independent Retailer Index.
Product overview
The Farnsworth Group is a custom market research firm serving the building products, home improvement, and lawn & ranch industries. The company offers four core research services: Customer Usage & Attitude, Brand Health, Product Development, and Market Sizing. These services are delivered through a three-step process: Define & Customize, Qualify & Collect, and Analysis & Action. The company also produces a portfolio of recurring research reports including the Quarterly Contractor Index, Homeowner Activity Tracker, Contractor Activity Tracker, Independent Retailer Index (in partnership with NHPA), and various Category Insights Reports covering products like cabinets, paint, power tools, HVAC, roofing, and more. All research is customized to individual client needs and backed by over 150 years of combined industry expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- Customer Usage & Attitude Research Custom qualitative and quantitative research that uncovers what, where, and why customers make purchase decisions, including factors that impact their path to purchase. Designed for building products manufacturers, suppliers, and retailers seeking to understand customer behaviors and preferences.
- Brand Health Research Custom research service that monitors brand performance and competitive positioning within the market, helping clients understand their market position and identify opportunities for improvement. Designed for building products manufacturers and retailers.
- Product Development Research Custom research covering product concept testing, feature preferences, pricing strategy, and communication optimization to help reduce risk in creating and launching new building products. Built for product teams at manufacturers.
- Market Sizing & Structure Research Custom research defining total sales, distribution, and market share to develop revenue strategy, utilizing direct feedback from end-users and suppliers to provide product-level detail. Designed for manufacturers and suppliers building revenue and channel strategies.
- Farnsworth Quarterly Contractor Index Quarterly research tracking business confidence among trade professionals and small businesses across five segments of trade professionals, serving as a definitive monitor in the home improvement industry.
- Independent Retailer Index Quarterly tracker produced in partnership with the North American Hardware and Paint Association (NHPA) that measures the performance of independent retail channels, tracking quarterly and year-over-year changes in total sales, transaction count, inventory investment, cost of goods, gross profit margins, future expectations, and investment plans.
- Homeowner Activity Tracker Quarterly tracker providing current insights on home improvement activity, project intentions, spending behavior, DIY vs. DIFM trends, and top challenges encountered during projects.
- Contractor Activity Tracker Quarterly tracker providing current insights on contractor sales pipelines, cancellation drivers, competition sentiment, revenue outlook, and business challenges.
- 2026 Building Products Customer Guide Comprehensive report surveying nearly 2,000 DIYers and Pros on building product customers' brand, channel, and media behaviors, developed in partnership with Venveo to provide in-depth analysis of decision-making processes for DIYers, contractors, specialty tradespeople, builders, GCs, remodelers, architects and designers.
- Category Insights Reports Series of category-specific research reports covering Adhesives and Sealants, Insulation and Weatherization, Kitchen Cabinets, Hand Tools, Paint and Paint Supplies, Fasteners and Hardware, Decking/Railing/Fencing, Plumbing Fixtures, Power Tools, Siding, Roofing, HVAC, Windows and Doors, and Large Kitchen Appliances, with each report providing macro-economic dynamics and DIYer/Pro purchasing behaviors.
- Construction and Remodeling Industry Drivers and Forecast Report Monthly report monitoring key supply and demand drivers that impact the building products market.
- 2024 Healthy Home Study Research study examining homeowner and contractor activities related to occupant health, safety, and energy efficiency in homes, produced in partnership with the Joint Center for Housing Studies at Harvard.
- Consumer Attitudes on Battery Outdoor Power Equipment (OPE Study) Ongoing study running for 8 years tracking consumer attitudes and use of gas versus battery outdoor power equipment among homeowners and landscapers.
- Contractor Brand Ratings Report Report on contractor brand preferences and feature importance across major brands in a dozen building product categories.
- Analysis of HUD 2025 American Housing Survey Detailed analysis of home improvement trends drawn from the U.S. Census Bureau HUD 2025 American Housing Survey, examining homeowner behavior, spending patterns, and project types, conducted in partnership with the Joint Center for Housing Studies at Harvard.
Quantifiable outcome
- Sample sizes may be reduced by up to 50-60% through data cleansing, but accuracy and actionability of insights dramatically improves, preventing costly strategic errors
- +1 more outcomes
Companies that use The Farnsworth Group
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles3 records
The Farnsworth Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Farnsworth Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and notable.
- North American Hardware and Paint Association (NHPA)coreThe Farnsworth Group partners quarterly with NHPA to produce the Q1 2026 Independent Retailer Index, measuring the performance of independent retail channels. The index tracks quarterly and year-over-year changes in total sales, transaction count, inventory investment, cost of goods, gross profit margins, future expectations, and investment plans.
- VenveonotableJointly produced the 2026 Building Products Customer Guide with Venveo, providing in-depth analysis of decision-making processes for DIYers, contractors, specialty tradespeople, builders, GCs, remodelers, architects and designers.
- National Association of Home Builders (NAHB)notableFeatured Danushka Nanayakkara, Assistant Vice President for Forecasting at NAHB, on Shop Talk podcast discussion examining economic data and implications for housing demand and home improvement markets.
- Joint Center for Housing Studies at HarvardnotablePartnered with Harvard Joint Center for Housing Studies on the 2024 Healthy Home Study researching activities and projects conducted by homeowners and contractors regarding occupant health, safety, and energy efficiency. Also conducted analysis of HUD 2025 American Housing Survey.
- Home Improvement Research Institute (HIRI)coreDave King serves as Executive Director of HIRI while VP of Insights at The Farnsworth Group. The company partnered with HIRI to launch the COVID Home Improvement Tracker in 2020, tracking DIY and Pro home improvement behavior changes through the pandemic on a month-by-month basis.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
The Farnsworth Group competitors and assessment
Company assessmentDirect peers
- Principia Consulting: Specialized market research and consulting firm focused on the building products and home improvement industries, serving manufacturers, distributors, and retailers with custom research engagements — a closely aligned niche research model.
- Lifestory Research: Custom market research firm serving the home building, building products, and home improvement sectors with consumer and professional research — directly comparable in target verticals and B2B custom engagement model.
- Home Innovation Research Labs: Research and testing organization serving the residential building industry, providing market data, product certification, and consumer research to manufacturers — overlapping with The Farnsworth Group's building products research scope.
- ClearSeas Research: B2B market research firm serving industrial and manufacturing clients with custom research — comparable in custom B2B research delivery, though operating across a broader industrial client set.
- KS&R: Custom market research firm providing B2B and consumer insights to enterprises across multiple industries, including building products and home improvement clients — comparable in custom research services and B2B go-to-market.
- Quester: Custom market research firm offering qualitative and quantitative research to consumer and B2B clients, including building products categories — closely comparable as a custom insights firm serving manufacturer clients.
Broad incumbents
- NielsenIQ: Global consumer intelligence and market research firm providing retail measurement, consumer behavior, and category insights including home improvement — competes with The Farnsworth Group for enterprise custom research engagements.
- Circana: Large-scale market research company (formed from the merger of IRI and The NPD Group) providing point-of-sale, consumer, and product insights including home improvement and building products categories — a much larger generalist competitor in overlapping end markets.
- GfK (now part of NIQ): Global market research organization offering consumer and B2B research, including durable goods and home improvement — comparable as a scaled competitor in custom research for the same end markets.
- Kantar: Global market research and insights firm with practices covering consumer, retail, and building products research — a broad incumbent whose custom research services overlap with the firm's offerings at enterprise scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The Farnsworth Group social profiles
Digital presenceThe Farnsworth Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Farnsworth Group leadership team
Management profileNumber of profiles
Profiles11 records
The Farnsworth Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Farnsworth Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Farnsworth Group
What does The Farnsworth Group do?
The Farnsworth Group provides custom market research and insights exclusively for the building products, home improvement, and lawn & ranch industries. Its four core service lines are Customer Usage & Attitude Research, Brand Health Research, Product Development Research, and Market Sizing & Structure Research, delivered through a Define & Customize / Qualify & Collect / Analysis & Action process. The firm supplements custom projects with recurring published research reports such as the Quarterly Contractor Index, Homeowner Activity Tracker, Contractor Activity Tracker, and Independent Retailer Index.
Is The Farnsworth Group a public or private company?
The Farnsworth Group is a private company. It is classified as family owned and is currently operating.
When was The Farnsworth Group founded?
The Farnsworth Group was founded in 1990. It employs 51 to 100 people.
Where is The Farnsworth Group based?
The Farnsworth Group is headquartered in Indianapolis, United States, in the North America region.
How does The Farnsworth Group make money?
Two revenue lines are on record. Custom Market Research Projects are the primary driver. The others are published Research Reports and Industry Indices.
Who are The Farnsworth Group's main competitors?
Direct peers on record are Principia Consulting, Lifestory Research, Home Innovation Research Labs, ClearSeas Research, KS&R and Quester. Broad incumbents are NielsenIQ, Circana, GfK (now part of NIQ) and Kantar.
Does The Farnsworth Group have an API?
No public API is recorded for The Farnsworth Group.
What industry is The Farnsworth Group in?
The Farnsworth Group's product category is Custom Market Research. Its primary akta.pro industry code is BPAHALAE, Industry & Sector Research (Syndicated/Custom), with a secondary code of IMAFAAAI, Self-Performing General Contractors. Its NAICS code is 541910.