Q-value
+ plants etc.
We are talking about masonry walls not twiggy plants or reactions on the sub-atomic level.
Stop fishing for support of their nonsense claim, or at least refer to something relevant.
Q-value


Wind chill is a perception, and it has no effect at all on lowering a material's temperature any lower than ambient air. It's irrelevant to heat loss from buildings.
They consider both the increased thermal conductivity of damp materials compared to dry, and also the effect of evaporative cooling.

The authors .....
Dr Eric Rirsch - Safeguard Europe Ltd, Redkiln Close, Horsham, West Sussex, RH13 5QL, UK
"Safeguard Europe Ltd. is a UK-based company specialising in providing damp-proofing and waterproofing solutions for the construction industry
Dr Zhongyi Zhang2 - Advanced Polymer and Composites (APC) Research Group
"APC Research Group has a track record of attracting funding from European Union, DTI, industries and regional government. The projects include .... development of water and moisture repellent coating for building materials... "
Absolutely no bias or vested interest there whatsoever. Be careful what you find on Google.
I normally deal with peer reviewed papers or proper research from independent bodies and not commercial organisations. And that is why I know that there is no miracle waterproofing product to paint on a wall to get 30% energy savings. Why are people spending time and money drilling walls for CWI or fitting EWI, when they can just paint a liquid around the house?
Yes there is a correlation between moisture and heat transfer, but not in the context of the claims made by that company. That's where pseudo-science mumbo jumbo comes into it. Use a bit of plausible sounding science, which does have some basis, apply that to a product in a completely different context, and convince people to buy your product.
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