The challenge

Our client is a large player in the tile fixing category. They felt that market data was starting to show that their tile grouts were under-performing compared with their adhesives. They wanted to understand why the grout category was under-performing and identify how to inform a growth strategy in this area.

Our approach

Research was conducted to understand product usage and preference, relative influence of key stakeholders in the decision making process, which factors were influencing brand choice together with an investigation of brand awareness, usage and perceptions. 30 face to face depth interviews were conducted with tilers and distributors to investigate these issues. We also conducted research with DIYers who were either undertaking their own tiling project or having a room in their house tiled by a trades-person. We have just delivered the qualitative results to our client and are now moving forward with a quantitative stage. This involves telephone interviews with tradespeople to quantify key issues raised during the qualitative stage.

The results

We were able to provide our client with insights which have helped them to shape their understanding of how this market works and attitudes towards their brand in particular. Through our interviews with tradespeople and DIYers, we were able to investigate how tradespeople interact with their clients, how this affects their purchasing decision making (i.e. do they buy based on their clients recommendations or do they advise the client on what is needed?). Crucially though we were able to compare this with perceptions of DIYers doing a project to understand how they feel it works – what do they know about different brands? Do they lead the trades-person on brand choice or do they follow their recommendations? By looking at both sides of the story we were able to provide our client with a rounded view on the tile grout purchasing decision making process.