Building information modelling (BIM) is gaining importance in the construction and installation industry, and is one of the most profound examples of the digitalisation trend changing the construction process. Although digitalisation is a key driver for change in most markets, the construction and installation industry is generally lagging behind a bit when it comes to digitalisation. 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 is making considerable digital progress.

Reason for increased usage of BIM in construction

  • The expanding requirements related to Building Information Modelling (BIM) in public projects.
  • Opportunities for higher productivity and profitability.
  • Become more attractive on the labour market.
  • To allow prefabrication and offsite construction.  

How does BIM already impact the industry?

USP has been investigating the topic of digitalisation 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 the changing information consumption, the rise of e-commerce, and the increasing awareness and usage of BIM.

The impact of digitalisation in the construction and installation industry on manufacturers is enormous:

  • Changed information consumption impacts marketing communication strategies.
  • New routes to market require an omnichannel sales approach.
  • Different and new digital services are required by customers.

What is next?

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

With the usage of BIM, the data from construction projects can be gathered and analysed in a structured way to identify inefficiencies in the process and to accurately predict financial and resource needs.

In combination with artificial intelligence, there will be significant changes in how processes are designed and executed in the industry. Many tasks are made easier and it pays off for construction companies to invest in software products and organise data in a structured form. 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, in order to be successful in the coming decade.

Digitalisation 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 & 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 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 tools ideation
  6. Concept evaluation

Latest news around BIM

We frequently publish news articles based on our latest market studies. Read our most recent articles about Building Information Modelling (BIM) below.

BIM as a topic in our research monitors

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

European Electrical Installation Monitor

This research helps you understand the electrical installer, which is vital for a good marketing strategy and essential for internal discussions. The European Electrical Installation monitor provides insights on what activities installers are doing, how they orientate themselves, what training needs they have, how digital they are, and much more. The key trends in this market are monitored each quarter in seven European countries since 2016.

European Architectural Barometer

Each quarter, USP's prediction model forecasts future building volumes in eight European countries. Aside from forecasting volumes, we use architects' insights to study key trends like BIM, prefab, changes in DMU, the changing role of architects, and many more. Knowing where, how and when these trends become relevant is key market intelligence necessary for sound strategic decision making.


Painter Insight Monitor

The Painter Insight Monitor includes 8 main European markets and 250 professional painters are interviewed per country each year. This provides a comprehensive scope on the European paint market (interior wall paint, exterior wall paint and lacquers) and related non-paint products (acrylic sealants, tapes, wall fillers, wood repair, paint sprayers, brushes & rollers, etc.).

Discover opportunities for your brand

Do you want to know how trends change your target groups’ demand, attitudes, perspectives and decision-making criteria, and whether your brand and products are answering their needs? Do you want to learn how you can make your customers’ lives easier whilst adding value to your brand? USP Marketing Consultancy specialises in various types of market research that can answer these questions, like customer satisfaction, driver analysis, customer journey, product development research, and many more.

Customer satisfaction

Would you like to increase your turnover by improving customer satisfaction in the construction, installation and home improvement sector? USP conducts customer satisfaction research in these markets to help you succeed. Enhanced customer experience and customer satisfaction is a key factor that helps a brand stand out and grow its market share


The more distinct your brand is, the more valuable it will become. Being distinct is not that easy when playing in the field of construction, installation and home improvement, however. Professionals tend to stick with their favourite brands. Our branding studies all come down to one common goal: increasing long-term profitability by introducing, maintaining or growing your brand in a wildly competitive landscape.

Customer journey

Een customer journey (klantreis) is de persoonlijke ervaring van een klant met uw bedrijf. Hoe reageren uw klanten op uw producten, diensten of concept? Het evalueren van een klantreis stelt u in staat om de sterke en zwakke punten van uw bedrijf te verbeteren, waardoor het behoud en de omzet van klanten worden verbeterd. USP kan u helpen uw aanbod af te stemmen op de behoeften en wensen van uw klanten.

Market exploration

Perhaps you plan to enter a new market with your product or service. In that case, you need to understand exactly what is going on in that market. What are the trends and developments in that market, and who are the most important players?We use a range of methods to identify the market characteristics, such as market size, segmentation, distribution hubs, key media, market developments and sector culture.

Contact us

For more information about our expertise and research on building materials please contact the responsible partner below.
We look forward to help you.

Contact our expert:

Dirk Hoogenboom


Customer satisfaction

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Customer journey

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