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J.D. Power Home & Retail Intelligence

Paint Customer Personas

Create a marketing masterpiece 

Inform your marketing strategy with our customer personas.

Identifying and understanding your ideal customer allows your marketing message to have a bigger impact. 

Our competitive insights provide paint brands and retailers with customer behaviors, motivations, and perceptions - leading to more meaningful engagement, enhanced brand loyalty, and increased profitability.

JDP_Home Paint persona_1 Fixer_sml

DIY homeowners who enjoy finding affordable, easy makeovers that provide long-lasting results. These weekend warriors aren’t afraid to roll up their sleeves, turn on a tutorial, and tackle a new project. 

Aged 25-60 with an income level of $36,000. On average, they purchase 3 gallons of paint for smaller projects.
Aged 25-60 with an income level of $36,000. On average, they purchase 3 gallons of paint for smaller projects.
Over half (55%) select a brand based on previous experience and 94% purchased paint in-store.
Over half (55%) select a brand based on previous experience and 94% purchased paint in-store.
Almost two-thirds (65%) visit home improvement retailer websites to research and 61% go online to review pricing.
Almost two-thirds (65%) visit home improvement retailer websites to research and 61% go online to review pricing.

What is Pantone’s Color of the Year? Is shiplap outdated or timeless? Is mid-century modern having a moment? These stylish millennials know the answers and make frequent updates to prove it. They closely follow interior design experts and invest in the latest trends. 

Aged 27-42 with an income level of $87,000. On average, they purchase 4 gallons of paint for larger projects.
Aged 27-42 with an income level of $87,000. On average, they purchase 4 gallons of paint for larger projects.
Over half (56%) selected their paint brand based on color and 50% would definitely repurchase from a previous retailer.
Over half (56%) selected their paint brand based on color and 50% would definitely repurchase from a previous retailer.
More likely to shop/purchase online and visit various digital channels to research. Videos, consumer reviews, and social media are the most frequently visited channels (~29% each). The most sought-after information is color (54%).
More likely to shop/purchase online and visit various digital channels to research. Videos, consumer reviews, and social media are the most frequently visited channels (~29% each). The most sought-after information is color (54%).
JDP_Home Paint persona_2 Trendsetter_sml
JDP_Home Paint persona_3 Nature_Loving_sml

These eco-friendly homeowners prioritize the health of both their families and the planet. They prefer greener, more sustainable brands that reduce exposure to harmful chemicals, eliminate waste, save energy, and lower their carbon footprint. 

Aged 25-60 with an income level of $92,000. Almost half (47%) are male.
Aged 25-60 with an income level of $92,000. Almost half (47%) are male.
Over two-thirds (67%) select a brand based on previous experience and 100% prefer to choose the paint brand themselves.
Over two-thirds (67%) select a brand based on previous experience and 100% prefer to choose the paint brand themselves.
Most likely to shop and purchase online and almost half (42%) rely on consumer reviews. The most sought-after information is color (61%).  
Most likely to shop and purchase online and almost half (42%) rely on consumer reviews. The most sought-after information is color (61%).

With their children leading lives of their own, these suburban boomers have the time, money, and support network to refresh the homes they have owned for decades. 

Aged 59-77 with an income level of $84,000. On average, they purchase 2 gallons of paint for smaller projects.
Aged 59-77 with an income level of $84,000. On average, they purchase 2 gallons of paint for smaller projects.
Nearly all (97%) purchased paint in-store, but the majority (61%) outsourced the task to family or friends.
Nearly all (97%) purchased paint in-store, but the majority (61%) outsourced the task to family or friends.
Despite almost two-thirds (63%) seeking out information on color options, 15% allowed family or friends to make decisions on color.
Despite almost two-thirds (63%) seeking out information on color options, 15% allowed family or friends to make decisions on color.
JDP_Home Paint persona_4 Empty Nester_B_sml
“The J.D. Power Paint Satisfaction Study provides brands and retailers with exclusive, independent consumer data that helps inform strategies, align resources, and optimize the customer experience.”
christinacooley500x500
Christina Cooley

Senior Director, Home & Retail Intelligence

Christina Cooley

J.D. Power Paint Satisfaction Study

Discover fundamental competitive consumer insights needed to improve the customer experience, market share, and profitability.

Identify Gaps

Pinpoint areas of strength and weakness to help develop actionable marketing programs and increase brand loyalty.

Evaluate Data

Measure and identify the key drivers of customer satisfaction across four segments: interior paint, exterior paint, exterior stain, and paint retailer.

Make Improvements

Understand attitudes, experiences, and behavioral characteristics of customers and align improvement initiatives with core needs and desires.

Increase Profitability

Examines consumers' pathway to purchase with full shopping and purchase funnel market data.

Benchmark Results

Compare your company’s performance against competitors, the industry, and the highest performers.

60%

Select By Retailer

Approximately six in ten paint customers select the retailer first when making a purchase decision, putting some brands at a disadvantage.

+28

Index Points

Buying interior paint for its environmental friendliness has the third-highest impact (+28 index points) on customer satisfaction.

38%

Planning Projects

Over one-third of paint customers are working on, or planning, a home improvement project in the next three months. 

More To Explore

Study Dates & Details

Study Dates & Details

Get the specifics on every Home/Retail study, including publication dates and profiled brands.

Study Dates & Details
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