Wonder

Research Outline

Prepared for Peter M. | Delivered November 13, 2019

Consumer Insights: Rulers

Goals

To understand the importance of brands in the category of rulers, what is the price point for average rulers and the industries where they are majorly used. This information would be helpful in creating better strategy for this product category.

Early Findings

Through our preliminary research we have found that rulers, sometimes called rule or line gauge, are the measuring instruments that may be made of plastic, steel or wood with a straight edge and length measurement markings. This category has innumerable uses in daily life as well as for professionals in their work. Below mentioned are some insights gathered for this product category:
Major Uses for RulersThe basic desk rulers are generally used for measuring, drawing straight lines and as guides when cutting with blades. They measure 12 inches or 30 centimeters long and are usually used at home for general purposes or by school students.
Drafting triangles and protractors are used by contractors and architects to measure various angles or to draw inclined lines, especially while designing a room or creating furniture.
Triangular scale rulers are the measuring scales that are triangular and are used by architects, engineers, builders and designers. They are engraved with a range of ratios and scales and are helpful in measuring reduced-scale drawings like blueprints or floor plans. Scale rulers are usually 12 inches in length.
Price PointMajor brands in basic desk rulers are Staples, Westcott, Gaebel, and Ludwig. The price starts from $3.49- $4.99 for Staples and Westcott to $22.99 for Gaebel rulers.
In case of engineering rulers, major brands are Artellius, Staedler, OCM and NOKKO. The price ranges from $10.29 to $15.99.
Importance Of BrandsIn a category like rulers, one can never imagine that brands are important while making a purchasing call. However, rulers are one of the most widely used measuring instruments for engineers, designers and builders and all of these professionals require highly accurate and high-quality equipment.
Brands like Gaebel, Ludwig and Artellius have positioned themselves as makers of not only accurate but also highly durable products.
Summary Of Our FindingsOur preliminary research was able to provide an overview for much of the required information. We were able to provide the major uses for rulers along with the price points for the common brands in this category. We have also given a background on the importance of brands among rulers.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.