Challenge
In the crowded industrial adhesives market, Loctite needed to differentiate its new line of hybrid products. To stand out against larger competitors, they had to move beyond technical specifications and genuinely understand the decision-making process of their most essential customers: design engineers. Loctite partnered with Cast & Hue to uncover the human factors driving their customers' choices, building a more loyal customer base.
Approach
Cast & Hue started by talking to the people who mattered most — Loctite’s engineer customers. Through a series of in-depth interviews and co-creative journey mapping workshops, we explored the jobs-to-be-done behind their adhesive selection. We also mapped moments in the buying journey where different considerations were being taken into effect to understand what messaging would resonate. This human-centered approach helped us uncover the functional, emotional, and social drivers that influence their decisions, identifying key opportunities to improve information accessibility and strengthen their connection with Loctite representatives.
Learn more about journey mapping workshops
Outcome
The insights from our research directly informed a new marketing strategy, positioning Loctite as an indispensable partner that supports engineers throughout the design process. This focus on customer experience helped them stand out in a commoditized market and decrease customer churn.
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