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Rust-Oleum: Segmenting the market

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Rust-Oleum has been making paints and surface coatings since 1921 but wanted to make sure that their marketing and strategies are based on up to date information on behaviours and attitudes within the product category and wider ‘craft / DIY’ sector.

The core market was scoped and segmented through large scale quantitative research with 1000 potential customers.  From the findings, 5 distinct consumer personas were identified using cluster analysis.

These were people with shared values, behaviour and motivations and pen portraits of these segments were created to inform the marketing of the Rust-Oleum brand – strategically and operationally.

Get in touch if you’d like to chat about how our research could help you to make the most of your market.