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Market Exploration Research for Construction
At USP, we reach the true decision‑makers directly: architects, contractors, installers, specifiers, wholesalers, and developers. We do this via targeted, phone‑based recruitment using our own proprietary databases. Our approach is built on 30+ years of deep sector specialisation, allowing us to uncover who really drives decisions, how influence flows, and what it means for your brand, your pricing, and your go‑to‑market strategy.
30+
years exclusive construction sector focus
Barometer
European Architectural Barometer - ongoing syndicated benchmark on architect specification behavior
13
subsectors: from Adhesives & Sealants to Roofing, Facade, and Walls & Ceilings
20+
countries - CATI and face-to-face fieldwork with architects, contractors, and specifiers
What We Measure
A complete view of the construction market, from brand competition and technology adoption to wholesale dynamics, regulation, and installer behavior. Every layer of the value chain covered, with each subsector researched separately to surface the patterns that actually drive decisions.
Examples
Market Structure & Competitive Landscape
Brand penetration by category, region, and audience type. Distribution channel structure: specialist distributors, generalist merchants, direct supply. Key player mapping across specification and procurement chain. Market share estimates by product segment by country.
Decision-Making & Specification Influence
Who specifies, who buys, who installs - and when each matters. How specification decisions are made: technical criteria, brand reputation, price. Role of architects vs contractors vs specifiers in driving demand. How buying decisions differ by project type: new build vs renovation.
Distribution & Wholesale Dynamics
Wholesaler and merchant stocking behavior and brand preferences. Role of distributor technical advice in product selection. Channel shifts: BIM libraries, online platforms. Dealer buying behavior: response to new product introductions.
Technology & Product Adoption
Readiness for prefabricated systems, passive house standards, BIM-mandated data. Barrier analysis: cost, skill availability, regulation, contractor habit. Standards driving product substitution and transition timelines.
Market Entry Feasibility
Competitive intensity by country and subsector. Distributor and wholesaler appetite for new entrants. Pricing norms at different supply chain levels. Go-to-market options: specification support, merchant distribution, hybrid model.
Construction Subsectors Covered
Subsector
Adhesives and Sealants
Strong variation by application (structural, flooring, facade, sanitary) and professional audience.
Subsector
Facade
Technically complex, architect and facade-specialist driven. Specification decision process, sustainability certification, cladding and rainscreen systems.
Subsector
Roofing
Regional variation in product preference and installation method. Decision-making among roofing contractors and specifiers.
Subsector
Insulation
Regulation-driven demand. Tracks which energy standards are changing product requirements.
Subsector
Doors and Windows
High-involvement specification category with strong architect influence. Renovation vs new build dynamics.
Subsector
Civil and Infrastructure
Civil engineers, project managers, public sector buyers. Expert stakeholder interviews alongside survey work.
Subsector
Walls & Ceilings, Paint & Coatings, Tools, Building Materials, Security, Trade
Each with distinct audience profiles and commercial dynamics.
Note: This is a portion of the subsectors and product categories we cover within construction research.
What we Measure
How Construction Market Exploration Works
Example Project
Scenario: A facade cladding manufacturer wants to understand how specification decisions are made in Germany and the Netherlands – whether architects or facade contractors drive product selection, what the relative influence of sustainability certification is.
Design: 20 qualitative IDIs per country with architects, facade contractors, and specifiers (45–60 minutes each). A follow-up CATI survey with 100 facade contractors per country validates findings at scale.
Output: A specification process map by project type, a brand positioning analysis showing where the client has credibility and where they have gaps, and a go-to-market recommendation for each market.
Note: This is an example of a typical project design, not a fixed process.
Target Audiences for Market Exploration Research in Construction
Note: Audience mix is tailored to each project.
Architects [CATI / IDI]
Specification decision-makers for mid- to high-value construction products.
Main Contractors & Subcontractors [CATI]
Execution decision-makers who may reinforce or override specification.
Specifiers & Technical Buyers [CATI]
Increasingly important in commercial and public-sector construction.
Specialist Subcontractors [CATI]
Roofers, facade installers, tilers, flooring installers. Unreliable via panels - phone is the only viable recruitment method.
Wholesalers & Distributors [CATI / IDI]
The distribution link between manufacturer and contractor.
Building Owners & Facilities Managers [CATI]
Particularly relevant for renovation and maintenance categories.
Our Advantage
Why Market Exploration Research for Construction?
Construction research requires understanding not just who to survey, but how specification decisions actually flow through a project. Mapping that chain - and knowing at which point influence concentrates - takes years in the sector to develop.
We do not use construction panels. Every construction professional is recruited directly by phone, verified on the screener, and interviewed by a specialist. Wrong respondents give structurally wrong data.
Our European Architectural Barometer gives us standing sector data on how architects make specification decisions, which categories they influence most strongly, and how behavior varies by country.
Project Examples
Mapping Facade Specification
A facade materials manufacturer wanted to understand how specification decisions are made. 20 qualitative IDIs per country with architects, facade contractors, and specifiers.
NL, DE
Rebuilding Market Position
A structural steel service center needed to re-establish its market position in France. 15 qualitative IDIs followed by CATI with 80 contractors. Produced competitive positioning analysis.
FR
Heritage Segment Potential
A roof window manufacturer assessed commercial potential in the heritage conservation segment. CATI with 100 roofing contractors and architects with heritage project experience.
UK
Refurbishment Across Three Markets
A manufacturer of window refurbishment systems needed to understand market potential and competitive landscape across three markets.
NL, DK, FR
Deliverables
What You Receive
Actionable Insights, Not Just Data
Deliverables are always tailored to the needs of our customer. Together we choose the form in which the insights can make the most impact. This can be:
- Structured market exploration report (PowerPoint deck + supporting data appendix)
- Specification process map: who influences, specifies, and buys, at which project stage, by country
- Country comparison tables: brand penetration, specification behavior, selection criteria, channel usage
- Competitive positioning matrix: brand vs key competitors on dimensions rated from primary research
- Barrier and opportunity analysis: what prevents adoption and which barriers are addressable
- Verbatim quote bank organized by audience type and country
- Raw data file (SPSS or Excel cross-tabs)
- Executive summary deck (5–8 slides) for board, investor, or market entry committee
Multi-Country Capability
Construction markets vary more by country than almost any other sector. Building regulations, planning systems, sustainability standards, and contractor procurement behavior differ significantly across Europe and beyond. We run simultaneous multi-country construction exploration studies with harmonized methodology, native-language CATI interviewing, and centralized data management across 20+ countries - including markets where face-to-face recruitment is required due to insufficient phone penetration.
Key European Markets
Americas
Asia-Pacific & Middle East
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We're a non-European manufacturer considering European market entry. Can you assess the competitive landscape?
Yes. Market entry exploration covers the competitive landscape, distribution structure, and specification dynamics by country – combining desk research with CATI interviews among contractors, specifiers, and distributors.
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How do you recruit architects and contractors for exploration studies?
We recruit exclusively by phone, confirming active project involvement and relevant category experience. Online construction panels are consistently unreliable.
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What sample sizes work for construction exploration?
Single country: 75–150 CATI interviews per key audience type – architects, contractors, and specifiers separately. Qualitative: 8–12 IDIs per country per audience.
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Can you cover both specification and purchasing decisions in the same study?
Yes. The most useful studies map the full influence chain from architect specification through contractor procurement to installer preference.
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How does construction market exploration differ across European countries?
Architect influence is much stronger in Germany than the UK. In France, the prescription chain runs through technical studies offices (BET). In Southern Europe, informal contractor networks carry more weight. Our questionnaires are designed with these structural differences built in.
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At what stage should we commission construction market exploration?
When evaluating a new geographic market, entering a new product category, or diagnosing underperformance. It precedes product development and pricing research.
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Can you combine primary research with your European Architectural Barometer data?
Yes. Where your study overlaps with Barometer categories, we contextualize your findings within the sector benchmark.
Excellence trough expertise
Related reports
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Please contact our office or fill in the contact form and our specialists will contact you.
PHONE
+31 10 2066900ADDRESS
Max Euwelaan 51
3062 MA Rotterdam