Construction materials company enhances its insulation product
A construction materials company wanted to benchmark its insulation product against key competitors in the construction industry
Image: Competitor benchmarking for building products
The Challenge
Niche construction audience
The construction materials company wanted to assess what drove decisions among insulation contractors and benchmark its solution against competitors. The niche product meant that it needed a B2B market research agency with a deep understanding of construction market research that could reach decision-makers who were specifically insulation contractors, not GCs.
Our Approach
Quantitative research to benchmark against key drivers
Werk Insight, a B2B market research company, designed a competitor analysis to benchmark the manufacturer’s insulation solution against its key competitors.
We conducted 225 quantitative CATI interviews with insulation contractors who installed this specific type of product. Respondent quotas for contractors working on residential and commercial installations helped us to understand nuances between different project types. The interviews focused on evaluating the drivers of insulation choice in terms of both the product type and brand. We then asked respondents how the client and its competitors performed against these drivers.
A driver analysis identified what is most important to insulation contractors when choosing a type of insulation to install. We benchmarked the manufacturer’s performance in terms of these drivers, versus its competitors. This told us where the brand excelled in the context of the wider market, and where there was room for improvement.
The Insight
Winning competitive advantage by developing product features
The competitor benchmarking identified the features that are most important to insulation contractors when selecting which product to use, for both residential and commercial projects. It provided insight into how the construction materials company performed against these drivers, versus its competitors. As a result, the construction materials company focused its R&D, marketing and sales strategy and budget on developing and promoting those specific product features. This helped our client to win competitive advantage.