Client

A leading retail company specializing in home improvement products and services, with operations across the United States.

Objective: Customization in home improvement

The study aimed to uncover the implicit home improvement behavior analysis with factors driving attitudes, beliefs, and actions concerning home improvement projects among two key segments:

1. DIY (Do-It-Yourself) consumers.

2. Professionals involved in repair, replacement, and restoration.

Specific objectives included:

• Understanding motivations and barriers for home improvement projects.

• Identifying trends in consumer preferences and professional practices.

• Evaluating the role of digital platforms in shaping decisions.

Methodology

A digital research program was conducted, leveraging interactive and asynchronous tools to capture authentic insights. Key aspects included:

• Mode of Conduct: Digital diaries hosted on a secure online portal.

• Sample Groups:

  • DIY Consumers: 10 millennial homeowners and 10 boomer homeowners.

  • Professionals: 20 experts specializing in repair, replacement, and restoration across residential and commercial properties.

• Time Duration: 180 minutes per participant, spread over five days.

• Participation Incentives: Respondents were incentivized to ensure engagement and quality feedback.

• Timeline: The research was conducted between November and December 2022.

Findings

1. DIY Consumers

2.  Millennial consumer behavior:

• Prioritized cost-saving solutions and eco-friendly home materials.

• Relied heavily on online tutorials and peer reviews for guidance.

• Preferred brands offering customization options and virtual support tools.

3. Boomer homeowner preferences:

• Valued durability and trusted brand recommendations.

• Showed a preference for in-store consultations and hands-on demonstrations.

• More likely to seek expert assistance for complex tasks.

4. Professionals:

• Highlighted the importance of high-quality tools and materials for efficiency.

• Expressed a need for better after-sales support and replacement guarantees.

• Identified delays in supply chain logistics as a key operational challenge.

5. Digital Platform Role:

• Both consumers and professionals recognized the growing role of digital platforms in enabling seamless planning and purchasing.

• A preference for detailed online catalogs, price comparisons, and virtual assistance emerged as critical factors.

Outcome

The study provided actionable recommendations that enabled the client to:

• Enhance Product Offerings: Introduce product bundles catering to specific project needs for both DIYers and professionals.

• Refine Digital Presence: Develop a more comprehensive and user-friendly online platform with enhanced features like AR-based design previews and live expert chats.

• Improve Supply Chain Efficiency: Collaborate with logistics providers to streamline inventory management and delivery timelines.

• Targeted Marketing: Design segmented campaigns addressing the unique needs of millennials, boomers, and professionals.

Conclusion

The project successfully highlighted behavioral nuances in the home improvement market, empowering the retail company to bridge gaps in customer expectations, Digital tools for home improvement and service delivery. By leveraging these insights, the client was positioned to drive innovation, boost customer satisfaction, and strengthen their market leadership in the home improvement segment.

At Market Xcel, we help brands unlock consumer behavior, market trends, and competitive intelligence through expert research solutions tailored to your industry. To stay ahead with actionable insights that drive growth, explore our solutions today.