...if Akzo Nobel reformulated one of its products?

Akzo Nobel has loyal customers and wants to preserve them.

A new formulation promises easier application and better overall finish.

The question is...

Would customers actually notice the difference?

Would they welcome the difference?

Is it safe to start the reformulation launch?

The dilemma

The product trials can’t be done in-hall

Time is needed for the product to be used in situ, with drying time and finish monitored regularly

Time to get moving

The Akzo Nobel team chop wood for England

Park Lane Research scours the country for the right sample

Fieldwork is carried out north and south

We use product placement, self-completion questionnaires and post-trial interviews

The new formulation is in danger of upsetting a lot of loyal customers

The current product outperforms the reformulation from all angles

Client is saved from major embarrassment, demonstrating beyond question the power of solid customer feedback

The upshot

Yes, customers would notice the difference

No, customers would not welcome the change