Content about ICR

July 30, 2013

Add this intelligence to the battle of the sexes: In almost every home improvement category, men value "brand" over "price" more frequently than women do.

That's part of the story from research from Media, Pa.-based ICR, the international research and consulting firm, conducted on behalf of HCN. New ICR analysis shows that older consumers' (65 and over) brand consciousness flares up especially in the categories of paint, bathroom fixtures and carpeting.