The construction sector represents nearly 9% of European GDP. It is therefore a cornerstone of the economy. The market research of the construction industry requires a good understanding of the various constraints affecting it (economic, environmental), and a clear distinction between the different trades it encompasses. Not everything is "construction" in the strict sense of the word. The projects we have worked on cover a much broader reality, extending to the energy supply of buildings, as well as equipment and maintenance.
Contact IntoTheMinds for your market research in the construction sector
Our market research services
- Covered territories: all European countries + United States and Canada
- Types of studies: qualitative and quantitative
- Budget: from €8500 excl. VAT
- Study duration: from 6 weeks for quantitative B2C panel studies
- References: GEB, SIAMP, L’Block, Montea, Solutions Energies, …
Use cases for market research in construction
Most of the studies we had to carry out in the construction sector concerned the adoption of innovative products or new techniques. The financial stakes are indeed high, and manufacturers looking to gain market share are betting on innovation to convince clients. Studies therefore focus on testing the adoption potential of these innovations.
Sometimes, market research also involves testing the adoption potential in a new country of products that are not yet marketed there. This is what we did for the company GEB, which wanted to test the potential of its products in Belgium.
In all cases, precisely determining the market potential is a real challenge because the samples will most often remain limited (at least in B2B).
Points of attention
More than in other sectors, the opinion of field personnel is important. A market study in the construction sector must therefore not neglect the opinions of workers and technicians, as they are the ones implementing the products and could be a barrier to their adoption. Ethnography is highly relevant in the context of innovation within the construction sector.
Another particular point of attention concerns the sample size. B2B studies generally have to make do with limited sample sizes. Unless you have a proprietary database, you will need to follow a qualitative interview approach. Most of the studies we conducted were based on samples of 10 to 30 people. To explore this topic further, we refer you to our qualitative sample size calculator.
Budget
The budget for a market study in the construction sector will be influenced by the methodology used. As it is often a qualitative methodology, the average for a project is around €8500 excl. VAT.
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Examples of studies conducted for the construction sector
- GEB markets products aimed at plumbers and heating engineers. As part of the development of its Go-To-Market strategy, the company commissioned IntoTheMinds to conduct a study on the adoption of its products among target groups. These professionals primarily used the Bison brand. The study was based on 20 in-situ interviews (ethnography) to understand how the products are implemented, the professionals’ expectations, and sources of dissatisfaction. On this occasion, we were also able to reconstruct the customer journey, from the first purchase of competing products to their repeated use. This naturally provides very clear insights into the various touchpoints that can be used to expose commercial targets to alternative products.
- Montea is a company operating in several European countries that develops, builds, and leases industrial buildings. We conducted a satisfaction study among tenant companies in four countries (France, Belgium, Germany, the Netherlands). This study was based on a mixed CAWI / CATI approach to increase the response rate.
- L'Block has invented a new facing brick with unique aesthetic and energy-efficient qualities. We conducted a study of the French market by first analyzing its adoption among individual homeowners. An online survey was carried out (500 homeowners surveyed), and we created photorealistic 3D images of individual houses with and without the L'Block brick. The images were then presented in pairs to respondents in order to measure their preferences.
- SIAMP is the European leader in products and systems for toilet spaces. Their products are distributed through wholesalers (B2B) and DIY stores for the B2C market. We conducted two market studies for SIAMP in the French and UK markets. The aim of these studies was to test new packaging designs and measure buyers’ perception and purchase intention for a product with superior properties.
- Rentaga is a Luxembourg-based platform that rents construction equipment. We provided them with our expertise in marketing strategy and inbound marketing.