Milliken is a global company with expertise in research, design, and manufacturing, spanning multiple markets, including the bedding industry. Milliken manufactures Reactint® polymeric colorants for polyurethane foam, which can be found in furniture and bedding, in addition to a variety of other applications. Milliken was interested in exploring consumers’ attitudes towards colored foam and its impact on their bedding purchasing decisions.
Color Psychology and the Impact on the Buyer Journey
About This Project
When consumers mattress shop, they are confronted with numerous features and options in the marketplace. Milliken sought to better understand the role that foam color plays in the mattress buyer’s journey and consumers’ implicit and explicit color preferences.
Fluent conducted a multi-country study, combining qualitative and quantitative methodologies, in the US, India, and China. During focus groups and in-home ethnographies, we employed several projective techniques to delve into consumers’ association of a range of hues with key mattress features. Our data analysis during the quantitative phase leveraged sophisticated analytical methods, including discrete choice modeling to create a market simulator to discern the potential added value of colored foam on consumers’ mattress purchases.
As a result of this research, Milliken is better able to advise mattress manufacturers and retailers about the perceived value of colored foam and its impact on the mattress buyer’s journey.