Case Study: Sherwin‑Williams achieves rapid consumer validation and broader category appeal with GutCheck

How Valspar Gained Deep Consumer Understanding Around a Reemerging Category Using Quick Reads

Valspar, seeking to grow a reemerging product category, needed rapid consumer insight to broaden the product’s frame of reference, prove its appeal beyond core buyers, and strengthen relationships with retail partners—all within an approximately 15‑day window to support distribution and thought leadership efforts.

GutCheck executed an agile two‑phase study: a 6‑day qualitative Instant Research Group with 40 targeted consumers to refine concepts, followed by a 6‑day quantitative screen with 407 respondents to prioritize four concepts on purchase intent, believability, uniqueness, brand fit and appeal. The work validated Valspar’s hypothesis that the category resonated with a wider audience, provided actionable positioning guidance, bolstered retailer conversations, and improved the likelihood of expanded distribution.

Sherwin-Williams

Brian Ley

Director of Consumer & Marketplace Insights