How Noesis Developed a Beau‘tech’iful First Party Data Solution for Asian Paints


Asian Paints’ brief to the Noesis Team was to find a way to help their designer better understand the clients tastes and preferences and thus reduce turnaround time on their design services. 



Noesis.Tech pitched developing a platform that would enable them to create a “digital twin” of their customers’ tastes and preferences by creating first party data.

Through a fun and engaging interior design quiz, they collected first party data on their customers’ preferred design aesthetic.

The Interior Design Quiz

The quiz’s dynamic characteristics allows Asian Paints to change questions and add options to get as much client information as needed. This enabled Asian Paints to discover the users’ preferences and likings, allowing designers and users to create the perfect space within a faster turnaround time. 


Execution Strategy 

1. A digital twin in the form of a quiz was built. A modification functionality was provided to allow the Asian Paints team to change the questions, add/modify options, as well as alter scoring metrics. The Noesis team had to ensure that the user journey was not hampered during the entire process. 

2. Two separate reports had to be generated for each user- 

-one that would be presented to the user on completion of the quiz;
-the other for the designer that could be accessed and downloaded from the admin panel.

3. In order to ensure ease of consumer experience,  the user base was assessed and integrated with the interface built by Noesis.Tech to ensure that the user could start the quiz from the last visited point, rather than starting over each time.


The tool’s framework and interface enabled the Asian Paints team to predict changing consumer preferences which they could use to feed the brand’s future product/ service innovations and options. This data was only accessible to the Asian Paints team, thus making it a source of competitive advantage. The quiz format enabled Asian Paints to move away from the usual forms of lead generation and data collection and helped the brand obtain user specific data as well reduce design turnaround time.