Professional Builder’s 75th anniversary edition included a profile of pioneering market researcher Sanford R. Goodkin, who co-founded Goodkin Research in 1959 with his brother Lewis Goodkin. “My brother Sandy brought plenty of new ideas to the market, and we are continuing that tradition of leading-edge market research,” said Goodkin. Here is what Professional Builder said:
“Before Sandy Goodkin, market research was mainly confined to advising builders on the feasibility of various locations. Goodkin revolutionized the application of market research in home building by advising his builder clients on what design would capture a certain market, how the models should be decorated, and even the sociological implications of the sites being developed. Goodkin’s best practices are now considered essential components for any feasibility study.”