One of the major players in the heat insulation market wanted to find out the purchasing behaviour of the trade and private individuals as regards one of its products, so as to optimise its sales and marketing actions to focus on these 2 targets.

After a face to face interview phase, that was supplemented, via semi-structured interviews, by 2 distinct surveys conducted among private individuals who had recently done insulation work, and with user companies.

It was possible to analyse all aspects related to the purchase and use of the product: user typing, choice criteria, place of purchase, mode of use, knowledge of the product and its features, strengths and weaknesses attributed, etc.

The results obtained

The results provided the client with a complete view of the positioning and use of its product.

In addition, they were able to find out the strong points perceived by the market and insufficiently developed by the company and, conversely, the weak points to be corrected to enable the manufacturer to penetrate the market better.