Case Study
How a Leading Paint Company Developed a Mood-Infused Product Line
Industry
CPG & Retail
Solution
Qualitative Deep-Dive Solution, First-party Consumer, B2B And Healthcare Panels & Communities, Knowledge Rewind: Market Synthesis
Market
UAE, KSA, EgyptÂ
Business Problem
Amidst post-covid era, clients priorities have shifted. A paint company approached Borderless Access to seek insights into these shifts and figure out what would appeal to the end-clients to devise a strategy for their product innovation.
What & How We Did It
- We conducted qualitative research among painters and end-consumers to explore and understand the dynamics operating in the paint category. These interactions helped us to do a need-gap analysis
- We conducted IDIs with end consumers and painters/contractors that got us to deep dive into the end-consumers’ purchase journey, understanding the triggers, barriers and other influencing factors in purchase decisions
Key Insights
- We figured the key decision-making drivers to be budget, range of color/texture/design and the brand reputation
- Our research revealed how color and texture psychology could influence mood, boost productivity, reduce stress and create serene ambiances
- Social media was found to be the most effective source of inspiration for trends
Client Impact
We worked with the company to build a unique narrative around its ‘unique’ offerings grounded on innovations that are not just aesthetically pleasing but have emotional resonance. To keep up with the dynamic shifts in consumer expectations and behavior overall, we recommended initiating networking events for contractors to ensure on-the ground tapping of expectations and challenges, improved articulation and feedback loops.
