European Home Improvement Monitor
USP Marketing Consultancy has been organising the quarterly European Home Improvement Monitor since 2013. For this, we annually interview 26,400 consumers in eleven different countries. This produces a good picture of the D.I.Y. jobs volume and what is being spent by consumers on products in D.I.Y. shops and online.
In addition to insight into the volume, this quarterly monitor also provides a clear overview of the products purchased by the consumer and 22 different product categories have been formulated to this end. Apart from this Multi-Client report, which is published four times per year, we of course also carry out exclusive research among consumers. These are often quantitative online studies but also qualitative research such as in-depth interviews and group discussions.
Watch the video below for more information about the European Home Improvement Monitor.
The consumer is better informed than ever
The internet also has its effect on the DIY market. Increasingly consumers first research products and their application on the internet. The reviews and experiences of others are also closely looked at before consumers go to the DIY store or speciality shop to buy the product. That is one of the reasons why it is of great importance for manufacturers and suppliers to signal consumer movements as soon as possible. What, for example, are the direct consequences of digitalisation on the purchase journey taken by the consumer?
This market information is essential for manufacturers and suppliers to know which ‘journey’ the consumer takes before he buys the product. But Europe’s aging population also plays a role. Increasingly, older people want jobs to be done for them instead of doing it themselves. This shift from the do-it-yourself to do-it-for-me can also influence the choices made in relation to products and the place of purchase. And what consequences does this then have for the manufacturers and retailers in the D.I.Y. market?