Market Research in the Coatings Industry

Recorded: February 24, 2011
Media Format: Windows Media Video (WMV)

Course Description
The government and a number of private organizations gather and publish macroeconomic and microeconomic data that can help coatings manufacturers and raw material suppliers gain crucial insights into their markets. These data can help you understand demand drivers for your products, better plan production and inventory levels, and identify potential markets for your products. Knowing what data are available and where to obtain them is the first step in better understanding the market.

Learning Objectives

• Identifying and understanding sources of publicly available market information relevant to the coatings industry.
• Understanding key private or proprietary databases that can help you gain insight into your markets.
• Understanding leading vs. lagging indicators and the interaction effects between them.
• Understanding how changes in key economic indicators predict demand for coatings
• Combining or viewing economic indicators in tandem to provide more granularity to your demand forecasts.
• Knowing what data are available at regional and local levels.
• Modeling product level demand.

Course Instructors
Lynda Gordon is President/Owner of Decision Metrics, an analytics consulting firm specializing in the home improvement market. Lynda is an experienced statistical analyst in the coatings industry and a regular contributor to the ACA Industry Pulse publication with the quarterly forecast of both architectural and industrial coatings demand. Lynda's career has included assignments as head of market research for Sherwin-Williams Paint Stores and economic forecast analyst for Dun & Bradstreet Corporation.

Allen Irish is Director of Industry Affairs at ACA. In that role, he works with government agencies, such as the Census Bureau and the Bureau of Labor Statistics to help them better serve the industry. He is counsel to the Paint Consumer Research Program and frequently writes about business and economic issues in the coatings industry.

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