explore our market researches

Market reports

See all
usp

News I published 05 October 2021

How to reach painters who are interested in your products

The fact that most painters are not keen to change the way they work does not necessarily mean that most painters are also unwilling to change the products they work with. In our last article, we showed that a majority of European painters are actually interested in novelties like healthier and more sustainable paint products, even though most of them are not interested in changing or innovating the way they work.

That means that a dualistic segmentation of painters is unrealistic, which is why we divided them into four segments in USP Consultancy’s 2021 Painter Insight Monitor: innovative painters, conscious painters, hassle-free painters and conservative painters. Each of these segments represents a substantial part of the European painter population, and in each segment, painters share certain mentalities and preferences.

Innovative and conscious painters care a lot about the environment and their personal health, and hassle-free painters also care quite a bit, whilst conservative painters do not seem to care much about that at all. Still, that means that roughly three-quarters of the painter population could be interested if you happen to offer more sustainable paint products. The question is how to reach those potential customers.

Online channels may not bear the fruits you expect

Should you offer more sustainable and healthier products, three of the four segments of painters could be interested. If you mainly focus on online marketing to reach those painters, however, a lot of them may not notice you at all. The above visualisation shows that the conscious painters, who care about the environment and health, are not online-minded at all. So if you follow a mainly online-based marketing strategy, chances are you will only reach a fraction of the potentially interested painters. Again, this shows that the European painter population is too complex for a simple dualistic segmentation.

Solid segmentation for solid business strategies

To say it bluntly, the features of your product, no matter how innovative or sustainable they may be, are no indicator of what success that product can have in the market. What matters is that you know your painter, that you truly understand what the painter who you direct your product at wants. The above shows that there is no such thing as the painter and that detailed segmentation of painters is necessary to warrant the success of marketing and sales strategies.

In the Painter Insight Monitor, we offer precisely such a segmentation. The above is a valid but slightly crude visualisation of our results from research conducted among 2.250 painters from 10 European countries. For a detailed segmentation of not only the entire European painter population but also the differences per country, we refer you to USP Consultancy’s 2021 Painter Insight Monitor

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.

Construction

Home Improvement

Installation

Construction

BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses

Construction

Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.

Construction

Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.

Construction

Purchase behaviour 2023

2023 64 pages

Uncover the purchasing behaviors among painters in 2023. Understand the factors driving their choices and how they relate to product and brand preferences.

Construction

Sustainability Q2 2023

2023 94 pages

Uncover architects' perspectives on sustainability in Q2 2023. Explore the evolving sustainable practices and the impact on architectural designs and project implementations.

Construction

Media orientation Q1 2023

2023 95 pages

Unravel the media engagement trends among European architects in Q1 2023. Delve into how different media channels are utilized for information, inspiration, and professional growth.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.

Home Improvement

Do-it-yourself or do-it-for-me Q4 2022

2022 93 pages

Explore the prevailing trends between DIY and DIFM in Q4 2022. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Installation

Training needs Q4 2023

2024 110 Pages

This report explores the training needs of installers, both digital and personal. The full report covers all important training needs & aspects and offers a comprehensive overview of business development in the installation sector across important European countries.

Installation

Purchase channels Q4 2023

2024 97 pages

This report offers a comprehensive view of the buying and ordering behaviour among electrical installers in Europe. Within the report, you will find key information on the purchase channels installers use, the share-of-wallet per channel, the way of ordering and much more.

Installation

Services in the Installation market Q2 2023

2023 111 pages

This report explores the type of support installers anticipate from manufacturers and to what degree. Alongside a thorough examination of installation services, the report presents a comprehensive overview of business development in the installation sector across important European countries.

Installation

Sustainability Q1 2023

2023 99 pages

The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on sustainability aspects in the industry.

Installation

Purchase channels Q3 2023

2023 106 pages

This report provides a comprehensive view of the attitudes of installers toward purchase channels, specifically among HVAC installers. In the report, you will find insights into buying behaviour, which channels are mostly used, which are growing, and whether online channels are gaining acceptance.

Installation

Sustainability Q1 2023

2023 73 pages

Delve into sustainability trends in the home improvement sector in Q1 2023. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.