The Task
- A leading adhesive maker wanted to test communication concepts for a recently-launched brand of adhesives, with the intent to tap the market for renovation in the residential market.
The Method
- We conducted a series of exploratory, in-depth interviews among recent renovators and future renovators of their own homes,covering both metropolitan cities & tier 1 towns.
The Outcome
- The study initially explored people’s need for refurbishment, the triggers and barriers to commissioning a refurbishment of their homes. The study also identified the steps involved in the decision-making process and two key primary aspects driving home refurbishment – functional & emotional needs
- Thereafter, concepts were tested in rotated order to understand first impressions, overall liking, spontaneous likes & dislikes,ease of understanding, relevance, credibility & uniqueness.
- Our analysis of the detailed evaluation of the communication concepts identified consumer priorities with respect to which rooms in the home to renovate/refurbish and the rationale for these priorities, against the backdrop of their functional & emotional needs for refurbishment. The evaluation also revealed specific pointers to improve the communication concepts to improve effectiveness
How the Client benefited
- The client used the results to tailor the communication concepts to align more effectively with consumer needs, as well as present the concepts in a way that maximized impact.