OUR WORK
Home Improvement
Exploring the emotional territory of DIY culture.
What happens when silos aren’t aligned?
Caught in the crosshairs of DIY culture, home improvement television, and category commoditization, Benjamin Moore was losing ground. They were stuck in a strategy cul de sac; business silos didn't communicate well and were acting on their own interpretations of industry and sales data.
We conducted video ethnography across the entire ecosystem - homeowners, designers/architects, painting contractors - to illuminate where customer journeys were disrupted and loyalties were challenged.
Our work identified the emotional underpinning of these interdependent stakeholders and aligned the organization around key insights. Our findings were applied to a portfolio re-design, development of professional support tools, sales team restructuring, retail shop-ability, media spend, and advertising.
“Meg and Hal are the best at what they do...understanding the heart and souls of customers. The most impactful and insightful work I’ve been involved with in my 20+ years. They helped set new directions for Benjamin Moore that have moved us forward. Best yet, they are fun to work with though they demand the best from you, so you must work hard with them to make your project as successful as it can be.”
— Larry L. Musetti, Market Research Manager Benjamin Moore & Co.
Each color is tied to a story of home.
Designers and homeowners co-create "home"
Contractors consider themselves craftsmen
Let’s start a conversation.
We swim in a sea of analytics reporting how people behave; but these numbers are absent of texture about the way purchase decisions are really made. Spreadsheets alone cannot tell us why people do what they do. Ethnography helps tell the whole story of your consumer.