October 27, 2015

How Valspar Conquered Unplanned Research of a Reemerging Category Using Quick Consumer Reads to Gain Deep Understanding

The Valspar team was looking to explore a reemerging category—a category that was doing well, but was also poised for growth. With their retailers, the team needed to build a thought leadership relationship, show knowledge and forward thinking in the category, and secure more distribution. They also had an internal hypothesis that the frame of reference for the product could be limiting, and that there might be an opportunity to expand and appeal to a much wider audience. In order to reach their goals, they needed targeted consumer feedback to validate their suggestions and approach.