Stanley Black & Decker

The DEWALT Insights Forum is composed of approximately 8,000 professional tradespeople and 4,000 DIY product users. Understanding the composition of the community allows Chenoweth to target relevant consumer groups for feedback. She can product test a new hammer drill, for example, with new homeowners doing their own renovations. “We have built a community of end-users who we rely on to help us make decisions that are in their best interest,” says Chenoweth.

The insight community helps DEWALT’s product teams build better products because they have valuable insight from end users. For example, the product teams were considering whether to add features, such as cordless and plug options, to one of its power tools in order to make it more multipurpose. When the team asked DEWALT Insights Forum members to weigh in, the concept test sparked so much interest that the team successfully validated its next product update.