A HIRI president looks back, and forward

The recent Home Improvement Research Institute spring conference was the last for Dennis Neumann, HIRI board president.

Neumann, who will be retiring soon from his role as manager of marketing analysis at Andersen Windows, has for several years been a strong behind-the-scenes supporter for HIRI, encouraging participation here, organizing a committee there.

In an interview with HBSDealer, he reflected on his role with the non-profit organization that shares research among its 74 members. He also shared his thoughts on what makes a great brand.

HBSDealer: Andersen is one of the premier brands in home improvement. What made it that way?

Neumann: When I started at the company, we had a tagline: “Come home to Andersen, come home to quality.” And although we don’t use the tag, quality is still the center of what we do. We like to keep customers happy and keep customers for life.

HBSDealer: In your speech at the HIRI conference, you encouraged people to participate in HIRI. What’s the state of the organization now as you are making your last conference?

Neumann: As an industry, we went through some very tough times. And as a result we saw some drop in membership, through budget cuts or consolidation. But as the economy is recovering, and the industry is coming back, we’re seeing some renewed appreciation of the role of research.

HBSDealer: What’s the exciting area these days?

Neumann: It’s "how have things changed." We have different demographics now. People are trying to understand what is happening with the younger buyers, because they are the market of the future. As many baby boomers are starting to downsize, like myself, we’re entering a different phase of our DIY projects. So we really need to understand what that next generation is doing in terms of home improvement.

HBSDealer: “Millennials,” “smart home” or “green” – what’s the biggest trend?

Neumann: I think all of them.

HBSDealer: Without any hesitation?

Neumann: Without hesitation, I think they’re all going to be important.

HBSDealer: What’s your first step in retirement?

Neumann: Sell the house and move South, and leave the frozen tundra of Wisconsin and Minnesota.