Problem

A leading caulk and sealant manufacturer needed to understand which value statement resonated with Pros and Homeowners best to increase share of wallet among this competitive product category.

Because brand awareness and brand use is high among the existing Top Caulk & Sealant Brands as studied in the complimentary2022 Farnsworth Contractor Brand Ratings study, but brand values are low, this client sought to refine their messaging to align with what customers value most in their selection of caulk and sealant.

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To adjust marketing materials appropriately, this client needed to know answers to the following questions:

• Which statements are most preferred when selecting caulks or sealants?

• Which attribute within the statements is most preferred?

• Which Brand-specific statement is most preferred?

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Process

The client commissioned a quantitative Usage& Attitude project to study responses from Pros and Home owners separately.

The team designed an effective questionnaire for each customer segment. The questionnaires were then fielded among Pros and Homeowners separately for about 6 weeks.

To understand brand statement preferences among Pros versus brand statement preferences among Homeowners, our analysts spend the next couple of weeks sorting through the response data. The team utilized Maximum Difference Analysis, aka MaxDiff Analysis and TURF analysis, revealing conclusive statement preferences for both customer segments.

Outcome

From the study and analysis, the client was able to know with certainty the most preferred brand statement preferences for Home owners and the most preferred statement for Pros. This manufacturer received specific recommendations about customer’s category and Brand-specific statements from our team at The Farnsworth Group.

Knowing how to better resonate with the values of these different customer segments informed data-backed changes to their marketing materials.

In Their Words:

“I further reviewed today and have literally ZERO questions. This is certainly a first in my 15+ years of insights experience. So- DANG THAT IS IMPRESSIVE. Nice work yet again from The Farnsworth Group team.” – Project Client