Construction Market Research

TRANSCRIPT

Nik Werk: We have extensive experience in market research in the construction sector, whether you’re focused on homebuilders or contractors or architects and specifiers.

One of the things that’s most important is identifying and validating that the audience is exactly who you need. It’s very rare that you need interviews with just architects in general. They probably have to be a specific type of architect that specify and make product selection for the types of products that you’re interested in.

In terms of quantitative data collection, online surveys and panels do not work well in construction sectors. Decision makers are not very responsive to email and very few offer validated ways to identify and verify that people are who they say they are.

Instead, we use CATI and facilitated interviews. We have lot of luck and success by asking for people’s time and paying them for it in return for 20, 25 or 30 minutes for an interview.

We also do other things such as jobsite interviews, watching installations, being on site with contractors, being in the office with architects to get richer and deeper insight from where the decisions are actually happening.

We’ve worked with leading brands in construction and manufacturers that produce construction products to launch and identify new products. We have worked with them to benchmark their brands. We’ve helped many differentiate in what might be seen as commoditized product lines where in construction there can be lot of choice and sometimes not that much product differentiation.

Market research can be a really helpful way to differentiate in a market like that. Contact Werk Insight, a B2B market research agency, to learn more.