Crown Paints wanted to pull back the curtain and better understand the decorating worlds of both DIY-ers and professional decorators. To help the team do so, we combined qualitative, in-home ethnography with in-depth interviews and a semiotic review. 

Our work resulted in a vivid picture which Crown Paints could use to understand the needs and drivers of its target audience. This included the identification of a range of territories which were ripe for creative development.