Dulux Trade

Earlier this year, Dulux Trade launched a new Durable Eggshell paint specifically for two of the most demanding high-humidity spaces in the house, the kitchen and bathroom. The way modern kitchens and bathrooms are used puts painted walls under a lot of pressure. High humidity, staining and frequent cleaning cycles all take their toll on standard emulsions. This product could be of interest to both consumers and professional appliers.

To maximise media investment with the trade, Eureka were asked to pre-test new digital assets in a short timeframe. Although Eureka already run a regular, long-standing quantitative brand tracker for Akzo Nobel, the timeframe and needs of the media planning meant that an alternative solution was required.

We pulled together two focus groups of professional appliers and decorators. These were convened online to ensure deadlines were met and to help gain a nationwide pool of respondents. A variety of projective techniques were used to elicit meaningful feedback. A scoring mechanism still allows us to benchmark qualitative findings against our industry expected norms.

A partnership-based approach was required to move quickly. We worked with the creative agency Refinery and internal colleagues on the Dulux Academy side of the business. A full debrief workshop was convened to disseminate key findings and help tweak the final creative direction.