September 18 - September 22, 2017

A Canadian coating company is getting a federal boost on a product that it says will act more like insulation, effectively saving consumers money and energy. Do you think such a coating will do well once it gets on the market?


Answers Votes
Other (please respond in the comments) 96%
Yes 3%
No 1%


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Tagged categories: Coating chemistry; Coatings Technology; Coatings technology; North America

Comment from Jesse Melton, (9/19/2017, 9:56 AM)

Market acceptance is a function of marketing. Performance and cost are secondary, even tertiary, considerations. If the buyer is made to feel good about the purchase then the product will do well. Very, very few end users have the technical capacity to assess the real world benefits of a product like this. They'll assume it does what it says on the tin.

We should revisit this after we see the brochures.


Comment from Phil Kabza, (9/20/2017, 9:40 AM)

Actually, we should revisit it after we see the independent, third-party laboratory tests that support the marketing claims.


Comment from john schultz, (9/21/2017, 9:08 AM)

There are any number of coatings that "act like insulation" and many different kinds of actual insulation applied like coatings. The question doesn't inform us of any other qualities or who is the intended market. Consumer applied paints with insulation qualities have been around for years and have never been a big draw.


Comment from Jesse Melton, (9/22/2017, 6:42 PM)

Phil, I'm saying that independent claims are irrelevant. By and large, marketing claims go to legal before being publicized. It's extremely rare for suits challenging marketing claims to even get to court. Unless it's a plain as day, bold faced lie, mediators nor courts even accept the suits. Testing and results are a statistical function, so what one can prove another can disprove. The burden of proof lies on the challenger. Funding testing gets very expensive, very quickly. Challengers to claims rarely fund multiple tests.


Comment from Tom Schwerdt, (9/27/2017, 12:03 PM)

Insulating and heat-rejecting coatings have been on the market for many years.


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