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Trends I published 15 December 2023


Building information modelling (BIM) is gaining importance in the construction and installation industry and is one of the most profound examples of the digitalization trend changing the construction process. Although digitalization is a key driver for change in most markets, the construction and installation industry is generally lagging behind a bit when it comes to digitalization. The hands-on mentality and the complex business value chain are important reasons for the slow adoption of digital solutions and working digitally. However, in the last decade, the construction and installation sector has made considerable digital progress.

How does BIM already impact the industry?

USP has been investigating the topic of digitalization in the construction and installation market for over two decades via dedicated research projects for sector organisations, manufacturers, and merchants. Among other things, we researched changing information consumption, the rise of e-commerce, and the increasing awareness and usage of BIM.

The impact of digitalization in the construction and installation industry on manufacturers is enormous.

  • Changes in information consumption impact marketing communication strategies.
  • New routes to market require an omni-channel sales approach.
  • Different and new digital services are required by customers.

What is next?

Digitalization and BIM will further expand and become a standard in the construction industry. All stakeholders in a project will use BIM as a common data environment, from financial and construction planning to execution and maintenance.

With the use of BIM, the data from construction projects can be gathered and analysed in a structured way to identify inefficiencies in the process and accurately predict financial and resource needs. We believe that companies in construction and installation will need to focus on building up and leveraging digital processes rather than just looking for another way to cut costs to be successful in the coming decade.

Digitalization might be the most important driver of change in the industry. Soon, contractors and installers will prefer to only work with manufacturers who allow and facilitate seamless digital work processes. Moreover, contractors and installers will search for a manufacturer.

  • Who delivers the right BIM information and tools for their platform?
  • Who offers a seamless order process.
  • Who is accessible via various digital platforms?

How does USP help their customers with BIM topics?

With the topic of labour shortage in mind, we help our customers with studies among architects, contractors, HVAC installers, engineers, electrical installers and many more of our construction-related target groups. By regularly speaking to the target groups about the topic of building information modelling and digitalisation, we gained a lot of knowledge on this key trend.

Some examples of studies that we did regarding BIM:

  1. Thought leadership research
  2. Customer journey research
  3. BIM research
  4. E-commerce research
  5. Service tool ideation
  6. Concept evaluation

BIM as a topic in our research monitors

To create an overview of market developments and provide context for client-specific research, USP Marketing Consultancy has developed several monitors. We continuously research market developments and the effects of key trends like labour shortages among architects, contractors, HVAC installers, electrical installers, painters, and end-consumers, of which reports are published quarterly, semi-annually, or annually.

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