Problem
The Farnsworth Group was approached by a manufacturer of protective paints and coatings for residential, commercial, and industrial uses. This coatings manufacturer is interested in better understanding why sales of its products vary among key channel partners - such as big box home centers and specialty dealers.
Process
Our research team recommended they leverage a customer usage and attitude (U&A) study to investigate and better understand the profile of the professionals purchasing roof coatings from these suppliers, how are they using the product, and overall attitudes about roof coating to determine what marketing or product strategies might increase purchases of their products.
This coatings manufacturer relies on primary market research to guide their product development and merchandising efforts which are based on a strong understanding of customer usage and attitudes. They needed to capture information from professionals regarding roof coating products and collect data that would answer several questions, including:
- Who is buying roof coatings at the channel suppliers? What is their customer profile?
- Who is making the decisions on what to purchase?
- What is the brand awareness and usage for this manufacturer’s brands compared to competitors?
- What features and benefits are most important to Pros when selecting roof coatings?
- What information sources and needs are most important during the decision making process?
The Farnsworth Group worked with the coatings manufacturer to develop a market research questionnaire that would achieve their objectives. Our market research team then used online methods to reach over 170 professionals in targeted US regions where specific roof coatings are most purchased. The Pros surveyed had to have used these roof coating in the past year and have also purchased from the specific suppliers this manufacturer sells through.
Outcomes
From the research conducted, this coatings manufacturer was able to inform two primary changes in their go-to-market approach.
- They enhanced product features that are primary purchase drivers
- They improved package communication to resonate with the problems Pros are looking to solve on the job site
By understanding who is (and isn’t) purchasing their products, what they like and dislike about roof products, what key features and benefits are most influential, and what sources can be used to reach these pros this coatings manufacturer updated their product packaging and developed training materials to increase the effectiveness of channel sales partners in highlighting features that drive purchases.
Based on recommendations provided by The Farnsworth Group based, this manufacturer was able to make better tactical decisions regarding their channel and product strategies that have begun to increase their share and overall sales in targeted geographies.
