Improving Hispanic Consumer Acquisition for a Paint Manufacturer

Improving Hispanic Consumer Acquisition for a Paint Manufacturer

Challenge

A leading paint manufacturer sought deeper insights into the paint-purchasing behaviors of Hispanic/Latinx consumers and pros and how the brand is positioned in the marketplace against competitors. The goal was to drive brand engagement and fuel growth.

Approach

A comprehensive 360-degree view among consumers, professionals and sales representatives was recommended by M/A/R/C®’s multicultural division, Horowitz Research.

QUALITATIVE

  • Virtual IDIs among 10-12 sales representatives across different Hispanic markets.
  • Four virtual focus groups among Hispanic consumers who have recently completed a painting project (2 among Spanish dominant, conducted in Spanish and 2 among Bilingual consumers, conducted in English)
  • Virtual IDIs among 16 Hispanic/Latinx paint professionals.

QUANTITATIVE

  • Two surveys:
    • 1,000 Hispanic/Latinx consumers in the paint category, plus 400 non-Hispanic consumers for benchmarking purposes.
    • 300 U.S. Hispanic/Latinx paint professionals.

Outcome

  • Key Driver Analysis and other findings from this research provided actionable insights for the client to better serve Hispanic/Latinx consumers and paint professionals, including the need for improved customer service and bilingual sales associates.
  • The research identified this brand’s strengths and weaknesses against competitors, which will inform pricing and marketing strategies moving forward.