100+ consumer interviews guide a paint maker's next products

The challenge

A global paint manufacturer was developing products for the multi-purpose home paint category. Product development, packaging, and communication all depended on understanding how people approach home improvement.

DIY painters bring many different motivations, worries, and projects to the aisle. The company wanted to base its next products and its messaging on real consumer needs, and to test its ideas with consumers before committing to them.

What we did

The company partnered with Quals.ai to run AI-moderated qualitative research that covered both discovery and testing.

• Interviewed 100+ consumers. Quals.ai conducted more than 100 AI-moderated interviews across diverse consumer segments.
• Explored the DIY journey. Conversations covered DIY behaviors, renovation occasions, motivations, barriers, and how people decide what to buy.
• Pinpointed unmet needs. The research identified gaps around ease of use, durability, surface compatibility, and color selection.
• Evaluated product concepts. Concepts and innovation opportunities were assessed against the needs consumers described.
• Tested names and packaging. Consumers weighed in on product names, packaging designs, and value propositions to sharpen market fit.
• Checked the message. The study assessed advertising copy, messaging territories, and how well the communication landed.