The CHA Attitude & Usage Study market sizings for needle crafts are significantly larger than TNNA’s State of Specialty NeedleArts market sizings. Why is this? Basically, the CHA data covers crafters (a large population) and the TNNA data covers enthusiast … Read More
Category: Research report
Q&A on Artists & Art Materials Presentation at NAMTA
Several attendees submitted questions about the Artists & Art Materials Study 2012 presentation at the NAMTA show on May 10, 2012. Here are answers from India Hart Wood of Hart Business Research, the author of the study. Do you have … Read More
How to Make Sense of CHA Attitude and Usage Study
There are three things to keep in mind when using the Craft and Hobby Association’s (CHA’s) Attitude & Usage Study U.S. data sets from 2005 to 2011. The accuracy of the market sizes varies from +/-10% to +/-35% or more, depending … Read More
How do you define the “art materials” market?
If you’re wondering how Hart put together the estimate of $4.2 billion in active artist spending, as noted in the NAMTA report Artists & Art Materials USA 2009, read this post. Market size estimates depend completely upon market definition: who is … Read More
About 1/3 of US adults now use smartphones
The Pew Internet and American Life Project produces excellent research on the state of digital life in America. Their new article on Smartphone Adoption and Usage notes 35% of US adults own smartphones and nearly all of them access the Web … Read More
A Dozen Ways to Improve Readership Survey “Hearing”
Enthusiast magazines do well when they listen to their readers’ needs, interests, and passions. However, some ways of listening are like a hearing aid with a dead battery. The dead battery in a survey can be badly-worded or boring questions, … Read More
9 Guidelines for Productive Usability Studies of Magazine Web Sites
If your magazine’s Web site isn’t delivering the revenue and awareness you want, it is time to talk with your customers. Usability studies offer a product-centered dialog with your customers, consisting of observing and talking with people while they use … Read More
When to Use a National Household vs. Specialty Consumer Survey
There are two general ways to survey people who do a particular activity such as gardening, knitting, model railroads, astronomy, or beading. You can survey them using either a national household list (via national market research companies such as MRI, … Read More
Consumer Spending Doesn’t Dictate Crafts Store Sales Growth
The following two graphs show that consumer spending and comparable-store crafts chain sales do not go up and down together. In the first graph, consumer spending (including inflation) has grown at 4% to 7% annually for the past 13 years, … Read More