Why formulators switch specialty chemical suppliers

What is shaping chemical

Chemical and specialty materials companies sell to formulators, manufacturers and procurement teams who need technical support, consistency and safe handling as much as price.

• Technical service is a key reason buyers stay
• Procurement teams compare total cost, not just price
• Safety and regulatory compliance shape supplier choice

A specialty chemicals company, working in India, Malaysia, Indonesia & Taiwan. Client identity is withheld to protect confidentiality.

Organisation

A specialty chemicals company

Sector

Chemical

Team engaged

Market Research

Services

Business panel, Qualitative research, Quantitative research

The company’s additives were well regarded technically, yet several customers had moved part of their volume to competitors. Sales teams could not explain why.

• Answer the core question: why formulators switch specialty chemical suppliers.
• Measure how widespread each pattern is, and explain the reasons behind it.
• Give the client evidence it can act on within 8 weeks.

Scope: 25 interviews, 280 survey responses.

Audiences we typically reach in chemical

Formulators and R&D teamsProcurement managersPlant and production headsDistributorsSafety officers

Coverage: India, Malaysia, Indonesia & Taiwan. Markets: India, Malaysia, Indonesia and Taiwan.

• India
• Malaysia
• Indonesia
• Taiwan

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1. 1Brief
2. 2Interviews with R&D and procurement heads
3. 3B2B survey
4. 4Insight

We interviewed R&D, quality and procurement heads at paint, coatings and adhesive manufacturers, then surveyed a wider group to measure supplier selection criteria.

Business panelQualitative researchQuantitative research

• Business respondents were screened on role, company size and involvement in the decision before being invited.
• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
• Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

interviews

25

survey responses

280

• The online survey was mobile-friendly and offered in respondents' languages.
• Interviews and discussions were led by experienced moderators using a guide agreed with the client.

• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Recordings and transcripts for every session
• Re-screening of qualitative recruits
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Thematic coding of interviews and discussions
• Journey and decision mapping

• Customers valued fast technical support during product development and consistent batch quality.
• Switching often followed a slow response to a technical query.

In specialty chemicals, technical service is part of the product.

• Build on the core insight: in specialty chemicals, technical service is part of the product.
• Focus effort where the evidence was strongest: customers valued fast technical support during product development and consistent batch quality.
• Re-measure after the changes to confirm the effect.

• The company created a dedicated application support desk.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interview summaries and key verbatims

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: where is the application opportunity?