This document summarizes the European Home Improvement Monitor research service. It conducts quarterly online surveys across 11 European countries to provide insights into consumer spending, purchasing behavior, and trends for 18 home improvement product categories. Subscribers can receive reports on a single country/category or all countries/categories. Reports include key insights on DIY/professional work, purchase channels, brand preferences, and category/country spending trends. Additional exclusive questions and quarterly themes like online buying are also covered. Subscription costs range from €2,600 to €20,000 depending on country/category coverage needed.

1. Drs. Jan Paul Schop
Reinier Zuydgeest MSc.
European Home
Improvement
Monitor
The complete insight
on European
consumers’ spending
on their home

2. 2European Home Improvement Monitor
Research Factsheet
Planning & Process Methodology
Quantitative
online research
Target groups & number of interviews
• Consumers: 26,400 per year
• 11 countries
• 200 interviews per month in
each country
European countries included
Analysis, reporting & advice
• Single country/category € 2,600
• European manufacturer € 9,000
(all countries for single category)
• European retailer € 20,000
(all countries and all categories)
Prices in combination with an automatically renewed subscription
Costs for various subscriptions
Thorough data analysis in
SPSS
Comprehensive report in
PowerPoint incl. advice
Additional analyses on your
exclusive questions
Research objective
• Complete overview of spending on home improvement
• Detailed insights for 18 product categories
• Market shares online & offline purchase channels
• Development of DIY versus DIFM
Quarterly themes 2016
Q1 Online buying of home improvement products
Q2 Developments home improvement per country in 2016
Q3 Branding
Q4 Full year evaluation 2016

3. 3European Home Improvement Monitor
• Subscribers to the European Home Improvement monitor will receive 4 reports per year (each quarter) with
the following results:
1. Home improvement key insights
• Questions:
• Who performed home improvement jobs?
• Who purchased the product and decided the brand?
• Where were home improvement products bought?
• How much was spend?
• When will markets grow?
Insights from the research
• Insights
• DIY versus DIFM
• DMU and orientation moment of truth
• Spending per category per country
• Shares of purchase channels online and offline
• Expected turnover and forecast model.
2. Insights in your product category (see next sheet)
• Insights in spending on specific products in the category.
• Insights in role of professional and purchase channels.
• Insights on consumer orientation, decision making and brand preferences.
3. Theme questions
• Each quarter a specific theme will be included in the research. As a subscriber you can
give specific input that is relevant to you on the theme.
• Theme’s are Consumer oriëntation, Sustainability, Love brands and E-commerce.
4. Development of spending on home improvement products per country
• Two times per year full year and half year results will be compared with the same periods of the previous year.
• This will provide insight in spending on home improvement products on country level and it’s development.
5. Exclusive questions
• As a subscriber you can include 5 exclusive questions a year. You can choose you own subjects and questions.
• These questions will be asked to a representative sample (N=400) of consumers in 11 countries.
• Results will be exclusively reported to your company.
Theme’s 2016
Q1 Online buying
Q2 Half year developments
(per country)
Q3 Branding
Q4 Full year developments
(per country)

4. 4
Product categories
European Home Improvement Monitor
Adhesives & sealants
Fillers & mortars
Bathroom products
Tiles & tile grouts
Doors, window frames & glass
Electrical & home automation
Floors
Garden products
Hand, power & garden tools
Heating, ventilation and air
conditioning
Insulation
Plaster board & stone
Roofing
Kitchen products
Paint & plaster
Paint supplies
Roof daylight solutions
Safety & security
Wallpaper & wallpaper
adhesives
Window decoration
The 20 product categories that are available:

5. 5European Home Improvement Monitor
Results from study on European level
(Also available on country and product category level)
What to expect from the report?

6. European Home Improvement Monitor
What to expect from the report?
Country specific insights
64%
65%
36%
35%
DIY DIFM
Spending (In billions, material plus labour costs)
Q4 14
Q4 15
Purchase channel Paint
60%
61%
7%
4%
9%
13%
5%
3%
18%
20%
DIY shop Online shop
Wholesaler for professional Speciality shop
Other shop Purchased by professional
Q4 14
Q4 15
76,5
93,5
104,3
83,3
83,8
98,2
105,8
82,7
Q1
14
Q2
14
Q3
14
Q4
14
Q1
15
Q2
15
Q3
15
Q4
15
Q4 15 80% BIY
Q4 14 82% BIY
Category specific insights
(f.e. paint)

7. 7European Home Improvement Monitor
Quarterly themes
What to expect from the report?
Q1 Online buying of home improvement products
Q2 Developments home improvement per country
Q3 Branding
Q4 Full year evaluation 2016

8. 8European Home Improvement Monitor
Research overview and costs
Research costs
Overview various reports
Chapter
National
manufacturer
(Single country
& category)
International
manufacturer
(All countries for
single category)
National
retailer
(Single country
& all categories)
International
retailer
(All countries &
categories)
European consumers key insights
Home improvement developments and trends
Results from quarterly theme
Add your exclusive customer questions
Single country & one product category by choice
All countries & one product category by choice
Single country & 18 product categories
All countries & 18 product categories
Costs subscription (4 reports per year) € 3,600 € 9,000 € 5,600 € 20,000
• It is possible to modify the subscription to your specific information needs:
• Adding a category to the international manufacturer report will cost € 3,000 per category.
• Adding a country to the national retailer report will cost € 1,600 per country.
• The prices above are based on an automatically renewed subscription. A 1 year subscription cost 1,000 Euro more.

9. 9European Home Improvement Monitor
Subscribe to the European Home Improvement Monitor
• If you would like to subscribe to the European Home Improvement Monitor please send your
details by E-mail or fax to: E: zuydgeest@usp-mc.nl / F: +31(0)10-2066901
• Any questions on the European Home Improvement Monitor? Contact us:
Drs. Jan-Paul Schop
Managing Partner
Focus: Construction, Installation & DIY
M: +31 655786342
E: schop@usp-mc.nl
Reinier Zuydgeest M.Sc.
Consultant
Focus: DIY & Living
M: +31 626936109
E: zuydgeest@usp-mc.nl
A selection of our subscribers