DMU Changes

A key characteristic of the construction, installation, and home improvement market is the complex decision-making unit (DMU). In B2B construction projects, investors, developers, architects, engineers, contractors, installers, finishing companies, and merchants can all have influence on the product type and brand selections. Each of these parties involved in the DMU has different purchasing criteria. 

Meanwhile, the DMU is changing. Contractors are gaining importance in the whole process as they are more often involved in the design phase of the projects, for instance. Furthermore, principals are becoming more demanding and consumers are better informed about their home improvement projects. They sometimes tell the professionals what products to use, although this varies strongly per type of project and product.

Many manufacturers find this ever-evolving sea of complex DMUs that differ per project and product hard to navigate. Our market knowledge and dedicated DMU research helps them set a course to success. 



How does a changing DMU impact the industry?

USP has researched the DMU since the start of the company (for almost 30 years) via dedicated research projects for manufacturers and suppliers and via our different European multiclient researches. The DMU is changing over the years due to trends like:

  • BIM, leading to a situation in which BIM modelers are specifying products.
  • House builders becoming bigger and specifying more towards architects.
  • Prefab producers with an increasing influence on the products and brands applied in their solutions.
  • Regulations giving more authority to subcontractors, allowing them to buy products besides the installation.
  • Real estate investors are more and more interested in the total cost of ownership of different products and solutions.

How does USP help their customers with DMU research?

For both manufacturers and wholesalers active in the construction market, a good understanding of the DMU is crucial for your marketing and sales strategy. Also, knowing the decision criteria is helpful for an effective communication strategy.

We help our customers with:

  • Trend research (like BIM, Prefab, sustainability) and their impact on the DMU and buying criteria
  • Researching products and brands specified by architects and the strength of their specification
  • The degree to which subcontractors can break specifications from investors, architects, etc.
  • The DMU in a “do-it-for-me” situation in the home improvement market

    Latest news around decision making processes

    We frequently publish news articles based on our latest market studies. Read our most recent articles related to DMU changes below.


    More than eight years of continuous research on the European home improvement market has provided us detailed insights on how overarching trends, for instance...
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    Context is key

    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, contractors, 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.

    Neem contact op met onze expert:

    Dirk Hoogenboom


    Customer satisfaction

    How to increase your turnover through customer satisfaction?


    The more distinct your brand is, the more valuable it will become.

    Customer journey

    A customer journey is a customer's personal experience with your company.

    Product development

    Provide your product development and design team with end-user insights

    Market exploration

    Gain the insights you need to be successful in new and potential markets


    Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product


    Better understand the unmet needs of you (potential) customers, identify growth opportunities and reach your target group in an effective way.

    Market size

    Quantify the potential returns of your investment by understanding the market size and setting realistic sales targets for new and potential markets

    Driver analysis

    Know which elements of the customer experience have the most impact on overall satisfaction, recommendation, and retention.



    ​Read our articles based on the insights from our Market Reports. 

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