Digital forensics: The Dulux LifeLab case study

Andy Davidson and Fiona Hall

Dulux, a paint brand, used a new research methodology that harnesses the power of social data, which enabled it to understand painting and decorating in the wider context of UK consumers' lives.

Preface

The LifeLab is a collaborative research programme that explores multiple agencies' thinking using a multi-disciplinary approach in order to develop research that forms the backbone of Duiux's marketing communications.

In this case study we explore how a new research methodology that harnesses the power of social data enabled Dulux to understand painting and decorating in the wider context of consumers' lives, enabling the brand to develop a truly resonant communication strategy to drive growth.

Introduction: Why Dulux developed the LifeLab

Dulux is the largest and most trusted paint brand in the UK, and has been transforming people's homes since...

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