Capturing the Imagination of the Home-Improvement Shopper: How to Target Key Homeowner Segments

This study will uncover consumer segments within the home-improvement market, focused on frequent shoppers of the big-box stores – Home Depot and Lowes. The results will be valuable in immediate branding and marketing efforts for suppliers to the burgeoning DIY market, whose customers shop these stores. The creation of a typing tool (a question battery and algorithm that can assign respondents to a segment) will allow this research to serve as the foundation of your future targeting and research efforts.


Harvest Insights


14% funded


your cost


days to go


total cost

10% for you,
10% for your friend


  • Uncover 5-7 key consumer segments for marketing
  • Profile each segment to highlight motivations, triggers, perceptions of key brands, shopping habits, and interests
  • Evaluate consumers’ attitudes/approaches to DIY projects
  • Explore use of online tools in home-improvement project selection, design, and shopping
  • Create a typing tool to predict segment membership in co-sponsors’ future studies


In 2015, the home-renovation and remodeling market was estimated at $326 billion, with home-improvement stores generating revenue of $144 billion the prior year. For years, the home-improvement giants – Home Depot and Lowes – have made renovation projects more accessible to consumers.

This study will uncover the underlying groups of consumers who frequent home-improvement stores. We seek to understand both their rationale for visiting such stores (e.g., ideation, ongoing home maintenance, one-time projects) and their needs, motivations, and attitudes toward home improvement/maintenance.

The segments will be statistically determined, built off a rich battery of questions ranging from psychographics to home-improvement motivations to shopping behaviors. The resulting groups will help suppliers target consumers while they are in-store, resulting in branding, packaging, and messaging that speaks directly to their needs. Special attention will be paid to co-sponsors’ specific categories and any category crossover opportunities.

We believe that the key to a useful segmentation is the resulting group profiles, and we will strive to make these clear and accessible to multiple internal departments – Marketing, R&D, Branding, Communications, etc. We expect roughly 4-7 segments, but the final number will be based on the natural grouping in the results.

To view a video about this study, click:

Ultimately, the results of this study will inform current marketing efforts as well as create a sustainable narrative for future R&D, messaging, and branding projects.


Each co-sponsor will receive a sub-analysis based on their specific category (e.g., landscaping, tools, décor, etc.).

The first four co-sponsors may include one brand-awareness and one brand-perception question to a subsample of the overall respondents (n=500 each).


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