What is this report?

This research delves into several key areas, namely profiling handymen, analyzing media usage patterns, and conducting behavioral segmentation. The first aspect involves examining the characteristics and attributes of handymen, gaining insights into their backgrounds, skill sets, and demographics. The second aspect focuses on understanding how handymen engage with different forms of media, such as social media platforms, online forums, or traditional advertising channels. Lastly, the research aims to segment handymen based on their behavioral patterns, identifying distinct groups with shared preferences, attitudes, and decision-making processes. By exploring these areas comprehensively, the study aims to provide a comprehensive understanding of handymen and their interactions with media, thereby offering valuable insights for targeted marketing strategies and effective communication approaches.

Why do you need this report?

Professional handymen are an important target group in building construction, but because they are part of such a broadly defined population, the professional handyman is hard to define and reach out to. As a result, professional handymen are a rarely researched target group and very little is known about their business and behaviour. This monitor aims to solve that by profiling the professional handyman.

How is this research conducted?

Interviewed companies have a maximum of 4 full-time employees (including the owner) and are involved in at least 3 building construction activities. The sample for this study is built based on available phone records that are matching the general definition of a ‘professional handyman’ in each country. These records are bought through sample providers or yellow pages. Respondents are selected randomly from the built-up sample; the interviewed respondents can vary from wave to wave. Interviews in each country are monitored by the USP project team throughout the fieldwork period. We implement our extensive experience to make sure the answers are of high quality and provide insights that meet the goal of the project.

 ABOUT EUROPEAN ARCHITECTURAL BAROMETER 

The European Handyman Insight Monitor is a yearly conducted research that provides key insights that help manufacturers and merchants to understand the business and behaviour of European handymen by means of phone interviews with registered handyman companies across 7 major European markets.

What is included in the report?

Key questions answered in this report:

What are the characteristics, backgrounds, skill sets, and demographics of professional handymen?How do professional handymen engage with various forms of media, including social media platforms, online forums, and traditional advertising channels?
What are the distinct behavioral patterns among professional handymen, and can they be segmented into different groups based on their preferences, attitudes, and decision-making processes?