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ASC Grow the Vertical-Voice of the Customer Research Report

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"Grow the Vertical - Voice of the Customer Research"


Program background:
ASC’s Board of Directors commissioned a “voice of the customer” report in June 2015, as part of its effort to develop the Council’s “grow the industry” strategy. This effort is intended to advance the use of adhesives and sealants in key applications and end user segments. The Transportation segment was identified as a critical user of adhesives and sealants. Ducker Worldwide was the consultant selected to provide market information and end user feedback consistent with growth objective.


Program Approach:
Ducker Worldwide utilized a multi-faceted approach, incorporating 30 in-depth primary interviews with key stakeholders as well as leveraging internal knowledge base in transportation and materials. Qualitative research encompasses the following transportation segments:

  • Light Vehicles (passenger cars and light trucks)
  • Specialty Trucks
  • On-Highway Trucks
  • Busses




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Framework of Study

  • What are joining Methods options
  • What are the strengths & weaknesses of each method
  • Who drives the outreach/strategic decisions of multi material use
  • Who drives the more tactical adhesive based decisions
  • What are the key decision drivers
  • What are the channel implications

Program Objectives:
This research program ultimately defines the current and future applications of adhesives for transportation segments that dynamically changing for a myriad of reasons from government emissions mandates to competitive differentiation.


View the Table of Contents


ASC Members- FREE

Non Members - $2,500

If you have any questions about the study, contact Steve Duren at  If you have any questions about the growth objective, contact Matt Croson at


Note: Purchaser is entitled to one (1) nonexclusive, non-transferable limited license for the organization's internal use of the report on a single electronic device per copy.


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