USP Marketing Consultancy

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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. Furthermore, principals are becoming more demanding and consumers are better informed about their home improvement projects. So 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

    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 understand the electrical installer, vital for a good marketing strategy and internal discussions. The European Electrical Installation monitor provides insights on installers activities, how they orientate themselves, training needs they have, how digital they are, etc. 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. Alongside forecasting volumes, we use architects’ insights to study key trends like BIM, prefab, changes in DMU, the changing role of architects, etc. Knowing where, how and when these trends become relevant is the key market intelligence necessary for sound strategic decision making.



    Painter Insight Monitor

    The Painter Insight Monitor includes eight main European markets and 250 professional painters per country that are interviewed each year. This provides a comprehensive scope of 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.).



    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.

    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


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