Roofing samples are not glamorous. In fact, the industry standard sample is heavy and expensive. This research project was about finding the real opportunities that existed in this category for a wide range of users including consumer homes, construction sites, sales and distribution locations (showrooms, lumber yards, etc.) and architecture offices. Through our research we were able to identify three main opportunities and a strategic direction that was innovative, environmentally friendly and most importantly helped the consumer understand what the product would look like on their house.