The home improvement DIY consumer journey
An increasing number of consumers and homeowners are choosing to undertake home improvement projects themselves or certainly getting more actively involved with the decision making and purchase journey.
In an increasingly complex purchase and channel landscape, we have developed a new unique qualitative tool that allows brands in the Kitchens, Bathrooms and Bedrooms (KBB) or broader DIY and home improvement sector to get closer to this critical part of the customer journey. Learn about the broader work we do in the DIY sector here.
We know from previous research that an average home improvement project in the UK, such as a new kitchen or bathroom, takes a typical homeowner 3-4 months of discovery, research and planning. Building on the concept of mobile diaries and digital ethnography, our qualitative online approach brings 10-20 carefully selected consumers together for a 4-week period as they approach the active consideration stage of their project.
Each community is bespoke. Consumers are recruited through a range of techniques and could be undertaking a larger house renovation, be a recent house mover or simply updating a single room which needs some love and attention. By setting a series of daily and weekly activities or 'missions' relevant to the specific category we therefore obtain a pure stream of rich insights into the key steps and decisions being made during this key time.
Since the homeowner community works either through Smartphone app or on desktop, a variety of different missions can be utilised. This includes our 'showroom showcase' mode where consumers upload video and photos directly through their smartphone as they are visiting a showroom, merchant, DIY shed or other retailer as part of their decision making. This is a fantastic way to directly observe what products consumers interact with, the effectiveness of Point of Sale promotions and the relevance of staff advice and knowledge.
We also set Tradesperson 'Missions' which involves obtaining feedback from real-life plumbers, installers, builders and other trades. This is a fantastic way to experience which brands and products people on the tools are recommending to retail customers.
Desk-based missions are also set to consumers. Brand association and marketing collateral evaluation can be undertaken through a series of more considered and detailed ‘heat map’ exercises on the desktop back at home. The output is rich, relevant and timely.
Since we know from our own personal experiences that undertaking a house renovation is a time intensive and stressful exercise, we have developed a series of techniques from behavioural economic theory for keeping participants engaged throughout the 4-week research window.
Participation is continuously rewarded with moderator comments and ‘likes’. In addition to receiving a flat fee for participating in the community, we also allow consumers the chance to vote on a selection of category-specific prizes which are then given out during the research to reward creativity and comprehensiveness. If you fancy a demo, get in touch!
More information about our services in the home improvement sector can be seen here.
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