From market trends to technology to our exclusive Secret Shopper consumer research, the WFCA provides cutting edge, proprietary research to help our members. Access to exclusive research is one of the many benefits of membership.

Benchmarking Survey
The WFCA offers a unique way to view the performance of your flooring company compared to the industry standard in a webinar series, "Profit Matters." Steve Abernathy, CFO of the WFCA, leads this virtual series sharing financial benchmarking tools to help floor covering retailers improve the operational and financial management of their business.
Learn more about this series.



Research Study
A quantitative research study to understand how the typical consumer shops for floor covering including information on showroom and merchandising preferences.



Trend Reports
The World Floor Covering Association conducts and delivers the most in-depth market research available in the floor covering industry. Research is conducted at quarterly intervals throughout the year to provide an accurate analysis of trends as they develop.



Secret Shopper Study
"Secret Shopper: How Consumers View Independent Flooring Retailers & Big Boxes" is a four-part series put together by the World Floor Covering Association and executed by Benchmarkinc in order to provide a true analyis of how consumers differentiate the shopping experience at Big Box stores vs. the independent flooring retailer. The Secret Shopper case study went through the four steps of the flooring
Utilizing B2B Technology
A case study evaluating the operational efficiencies of a B2B (Business to Business) system.