explore our market researches

Market reports

See all

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.


Home Improvement



Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.


Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.


European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.


BIM Q4 2023

2024 246 pages

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


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.


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.

Home Improvement

DIY versus DIFM Q4 2021

2024 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.

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.


Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.


BIM Q1 2024

2024 84 pages


Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.


Challenges toward sustainable future Q4 2021

2024 111 pages


Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.


European Heat Pump Monitor: Homeowners’ insight


The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.