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Sectors / Construction


One of the key focus segments of USP Marketing Consultancy is the construction industry. In order to conduct proper market research in this segment, you need to have market knowledge. This is where USP has its unique selling point. For more than three decades, we have been the go-to specialized market research agency for the construction industry, assisting our clients with dedicated, tailor-made market research and off-the-shelf reports.

Market expertise

Over 30 years of market experience conducting market research in the construction industry.

Insights driven

With our market knowledge, we are able to transform data into insights and advice.

Worldwide coverage

We can conduct market research in the construction industry worldwide, targeting any stakeholder in any type of segment.

Track record

USP has a proven 30-year track record of conducting market research in the construction industry. We supply off-the-shelf reports and tailor-made market research.

Clients we have worked for

What our clients say about us

Céline Pineau

Consumer insight researcher at Hager

USP is professional, responsive, didactic, and voluntary. It was easy to exchange my thoughts with them.

Gordana Faust

Market Intelligence Specialist, Rothenberger

We have worked with USP in the past and have had a great experience. They really know our business well.

Gordon Murray-Smith

Market Intelligence and Insight Manager at BMI

USP is a trusted supplier of BMI as they understand our business, are professionals, and are pleasant to communicate with.

Justyna Gudowska-Pohling

AC EMEA Customer Insights Manager at PPG

USP delivered the company good, useful business recommendations and insights, which have accelerated business growth.

Katrine Bruun Nielsen

Group insights manager at Velux

USP always works very structurally and professionally, and we always feel in good hands.

Mike Fees

Brand Manager EMEA at MTD

We highly value the quick response times, flexibility and overall market expertise.

Paul O’Dweyer

Global Consumer Market Development Manager at Bostik

Good working relationships between the project team, strong knowledge of the insights and findings from the fieldwork, presented and communicated very clearly in the report.

Renato Di Rubbo

Head of global Marketing Piping systems at Geberit

We value USP for the highly competent consulting, the pragmatic and uncomplicated process, and the high quality of its inputs.

Rina van Heck

Head of marketing and communication Netherlands at Reynears Aluminium

The project managers of USP understands our needs and helped us optimize what questions to ask to get the best results.


The construction industry is a very broad segment with many stakeholders and trends impacting the business value chain. With our decades-long market research activities in this segment, we have gained profound market knowledge that we use to the benefit of our clients. We are able to conduct market research in this challenging segment world-wide, B2B and B2C, using qualitative and quantitative research methodologies. Whether it’s through our extensive portfolio of ready-made, off-the-shelf reports or through dedicated and tailor-made market research, our aim is to help you achieve your business objectives through solid, data-driven insights and advice.

  1. Are you able to conduct market research in Asia or the America’s?

Yes, USP has the capabilities and experience to conduct market research projects in the America’s, Asia, Europe, Africa, and Australia.

  1. How do you ensure that strategic information doesn’t leak into the market?

Our integrity and trustworthiness are our biggest assets. USP will always ensure that any sensitive information you share with us will not be made public.

  1. Can you target a specific target group like roofers?

Yes, USP can target any stakeholder in the construction business value chain. Not only roofers, but also flooring companies, insulation installers, architects, engineers, and even end-users like building owners and project developers. Your business objective will dictate who we interview and how.

  1. Can USP facilitate focus groups amongst architects?

Yes, within the business value chain of the construction industry, we can target any relevant stakeholder. USP has extensive expertise in conducting both quantitative and qualitative (including focus groups) research worldwide.

  1. Can USP conduct a customer satisfaction research amongst facade installers?

Yes, USP can conduct any type of market research, including but not limited to customer satisfaction studies, amongst any stakeholder active in the construction industry.



Adhesives & Sealants

Building materials

Civil and infrastructure

Doors and windows




Paint and coatings





Walls & ceilings

Adhesives & Sealants

There are many trends impacting the adhesives and sealants market, like the push towards more sustainability and bio-based formulas, new product requirements due to developments like prefabrication, and changes in material preferences (more wood-based construction). Furthermore, changes in distribution and increased digitalization are shaping the future of these segments. USP has assisted a wide variety of clients with both tailor-made research and off-the-shelf reports.

Building materials

Building materials are the foundation of every construction project. At USP, we have several decades of experience researching the markets for bricks, concrete, steel, wood products, and many more building materials. There are many trends that impact this otherwise traditional segment, for example, BIM, prefab, sustainability, labor shortages, and many more. We have conducted many tailor-made, dedicated research studies as well as supplied off-the-shelf reports to our customers in this segment.

Civil and infrastructure

Civil engineering and infrastructure are very broad fields. It encompasses anything from the road outside our front door to the dykes and canals that keep our feet dry to the electrical and waste water networks. USP has 30 years of experience conducting market research in these fields, ranging from market sizing projects to branding and new product development.

Doors and windows

Doors and windows are an essential part of every construction project. Given the ever-changing demand of customers, it is important to stay up-to-date with the latest trends like sustainability, BIM, prefabrication, and many more. USP has over 30 years of experience researching the door and window markets for the leading brands, both by supplying off-the-shelf reports as well as dedicated or ad hoc market research.


The facade of the building is one of the most important and visual building elements. It does not only have a decisive impact on the esthetical value of the entire building, but it also plays a crucial role when it comes to the energy and insulative performance of the building. USP has over 30 years of experience in conducting tailor-made or dedicated market research in this segment, as well as many off-the-shelf reports focusing on the key trends impacting the facade market, like BIM, prefabrication, material usage, and sustainability.


USP has been conducting market research projects in the flooring market for over 30 years. Focusing both on B2B and B2C target groups, USP can target all of the key decision-makers in the flooring business value chain. Whether it’s architects, flooring companies, interior designers, or consumers, USP can target them in any segment worldwide. Due to our 30 years of experience, USP can provide insights and advice in this segment.


Insulation plays an integral role in the performance of the buildings we work and live in. Understanding this market can be quite challenging due to the complex and diffuse decision-making and key trends like sustainability and new material technologies. Furthermore, insulation will play a crucial role in our energy transition. USP has over 30 years of experience conducting market research in this segment, providing insights and advice to manufacturers, wholesalers, investors, and branch organizations.

Paint and coatings

Paint and coatings are the finishing touches for every construction project, but a lot has changed over the years. Just like paint and coatings are covering every construction project, USP has been covering major trends and changes in their market with research for several decades. Not only for paint, but also related products like tapes, brushes and rollers. We helped many manufacturers deal with and play into the demands that changed due to a greater focus on sustainability and environment friendliness.


The roofing industry is yet another industry that is quite traditional with a complex decision making process, involving many stakeholders. For many decades USP has been investigating this market segment for the key manufacturers of roofing materials. The importance of the roof is ever increasing as the roof is used more and more for energy generation, sustainability impact, rain collection and so on, not just as a literal roof over our heads. USP can assist you in conducting world wide market research in this segment.


Security products are about granting people safe, easy and comfortable access as much as they are aimed at keeping people out. The market consists of anything from automatic doors in hospitals to the mechanical lock of your front door, and from a single security camera to entire smart home security systems. USP has been researching all players in this market for decades, both B2B and B2B


USP has decades of experience in conducting both dedicated and multi-client research in the tools market worldwide. Both in the B2B and B2C market segments, USP has provided insights and advice on the tools market to manufacturers, wholesalers, DIY chains and sector organizations alike. Whether it’s power tools or hand tools, corded or battery powered, electrical or non-electrical or accessories and fixings, USP can assist you in getting the insights you need


Even Though direct supply and online players have impacted the construction trade business, it still remains very traditional. Many construction professionals prefer buying at the specialized wholesale, not just for the convenience and added value they bring, but also for the social aspects. In recent years, DIY stores also moved slowly but steadily into the professional trade segment. USP has been conducting market research and advising our clients operating in this segment for decades

Walls & ceilings

Wall and ceiling finishing products have the power to change a house into a home, or a bare building into a pleasant and productive office. These products are more than mere coverings, as they can provide better acoustics, (sound) insulation, fire safety, healthier indoor climates and pleasant design, depending on the demand of clients and end users. Meanwhile, this market is constantly evolving due to trends like sustainability, labor shortages and prefabrication. USP has been researching the walls and ceilings sector for over 30 years, making us an excellent partner to provide you with the knowledge, insights and advice that will be the foundation for your success.

Who benefits?

Marketing director

Product development manager

Marketing communications manager

I need more insights on our brand performance and market position in order to roll out our marketing and sales strategy for the upcoming years.

USP can conduct a branding research to establish your brand awareness, usage and preference. Furthermore, we can identify key brand associations, how you are positioned compared towards your competitors and what brand elements are of most importance. We will not just deliver the data, but will transform these into insights and advice based on our three decades of experience in this field.

I need to test my prototype product before moving it into production. I need the insights to ensure that the product we will start producing has all the right product features and reassure my internal stakeholders that the product fits the market demand.

USP has assisted many manufacturers in their product development journey, from first concepts to prototypes and final production ready models. We can assist with quantitative research or qualitative research including hands-on product tests and reviews by construction professionals. We can provide insights and place them into the broader perspective due to our decades long experience in this field.

I need input to maximise and optimise our marketing communication strategy for the upcoming years and I need hard data and facts.

USP is well versed in conducting orientation studies amongst all relevant stakeholders in the construction industry. What do they read, how important is social media for professional purposes and should you still invest in printed documentation. Moreover, how do all of the orientation sources rank and for what type of information they use, now and in the future. Because of our decades long experience in the construction industry, we can provide insights and advice.


How can we help you?

Customer Satisfaction

How content and pleased are your customers with a product, service, or overall experience, reflecting their perception of its quality and meeting their expectations. And how does this compare to your competitors?


How do your customers and potential customers view your brand’s image, reputation and attributes? To what degree do they know, work with/prescribe and prefer your brand? And how do you stack up to the competitors?

Customer Journey

What is the path a customer takes when interacting with a brand? We can map out all of the relevant touchpoints for your customers or customers of competitive brands, including but not limited to the orientation, purchase and after sales phases. What are the key pain points and moments of truth to capitalize on?

Product Development

Whether it’s a concept, prototype or production ready product, USP can assist in getting the feedback from your key users on the product features, ease of use and overall level of interest. This can include live hands-on products tests, but also a validation of key product features and elements amongst a larger sample size of stakeholders in the construction business value chain.

Market Exploration

Gain insight on new market segments or geographies in the construction business value chain, through thoroughly researching and analyzing a specific market to gain insights into its size, trends, competitors, and potential opportunities, helping businesses make informed decisions and strategies for market entry or expansion.


Systematic investigation into determining the optimal pricing strategy for a product or service, which involves analyzing market dynamics, customer preferences, and cost structures to set prices that maximize profitability and competitiveness in the construction business value chain


Dividing markets, segments and target groups in the construction business value chain into distinct groups based on shared characteristics, such as demographics, behaviors, needs, or preferences, to tailor marketing strategies and offerings more effectively to each specific segment's requirements and preferences.

Market Size

Establish the total value or volume of a specific market, segment or product range in the construction business value chain, including the future developments of the market size.

Driver Analysis

Driver analysis can provide insights into the relevance and most important drivers for they key stakeholder in the construction business value chain. Our customers often use this information to develop new products and services.

newest reports


BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.


Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.


  1. What target groups in the construction business value chain can USP target?

We can target any target group in the construction industry, ranging from architects, contractors, sub-contractors to end-users/building owners.

  1. Which countries or regions can USP cover?

USP can conduct market research in the America’s, Europe, Afrika, Asia and Australia.

  1. What types of researches can USP conduct in the construction industry?

USP offers a select set of off-the-shelves market reports, covering key topics and target groups in the construction business value chain. Furthermore, USP offers dedicated, tailor-made market research. Within the construction industry, USP can target any country and stakeholders, for a wide variety of research topics like Branding, Market sizing, New Product development, market explorations and many more.

  1. What is the added value of working with USP?

We are leading industry experts for the construction industry. We have decades of experiences conducting market research in this industry, supplying major manufacturers, distributors and investors with insights and advice to build on.

  1. Can USP conduct focus groups?

Yes, within the business value chain of the construction industry we can target any relevant stakeholder. USP has extensive expertise in conducting both quantitative and qualitative (including focus groups) research worldwide.

Latest news by sector

All news


Home Improvement


26 February 2024 I Jeroen de Gruijl

BIM usage European level

19 February 2024 I Henri Busker

The buying behaviour of European contractors remains very traditional

12 January 2024 I Jeroen de Gruijl

European architects foresee a shift towards wood-based prefabricated facades

12 January 2024 I Dirk Hoogenboom

The Netherlands leads Europe in prefabrication adoption

08 December 2023

[VIDEO] Webinar with Dirk Hoogenboom on key trends in the construction industry

17 November 2023 I Dirk Hoogenboom

Manufacturers can stand out with online sources of information for architects

15 November 2023 I Henri Busker

Who are the main influencers for sustainable construction?

15 November 2023 I Dirk Hoogenboom

TOP 5 Trends that are shaping the future of construction industry

12 November 2023 I Dirk Hoogenboom

Why contractors’ clients are less interested in sustainability than architects’ clients

08 November 2023

Investing in sustainability is regaining its pre-pandemic popularity, but not as fast you may expect

07 November 2023

Which innovative sustainable solutions are hot or not?

18 May 2021

The construction sector is stabilising, but not everywhere at the same pace

15 May 2021

Online trade fairs not very popular with european architects

06 March 2021

Sustainable solutions are a topic in many projects, but the accompanying certification is not well known

06 February 2021

The construction industry benefits from broader economic recovery

06 February 2021

The role of main contractors is becoming more important

06 January 2021

Sustainability remains a topical theme, but willingness to invest remains low

06 February 2024

[VIDEO] Webinar with Dirk Hoogenboom on insights for advancing growth in the installation sector

05 February 2024 I Dirk Hoogenboom

Electrical installers only spend a small share of wallet at pure online players

05 February 2024 I Dirk Hoogenboom

European HVAC installers still prefer face-to-face training over online training

30 January 2024 I Dirk Hoogenboom

Electrical Installers’ Expectations towards Manufacturers regarding BIM

29 January 2024 I Dirk Hoogenboom

Steady Growth in BIM Adoption Among European Electrical Installers

16 December 2023

Free online webinar for business professionals in the installation sector

08 December 2023 I Dirk Hoogenboom

Age is essential for successful targeting of installers

06 December 2023 I Dirk Hoogenboom

Growing usage of social media channels for professional purposes by plumbers and HVAC installers

25 November 2023 I Ralitsa Ruseva

Heat pumps are the most installed sustainable products, but high investment costs will remain a barrier in the coming years

20 November 2023 I Dirk Hoogenboom

Installers see demand for certain sustainable products skyrocketing

15 November 2023 I Dirk Hoogenboom

Share of installers involved in smart product installation is stagnating

10 November 2023 I Maja Markovic

Labour shortages in the installation market lead to lucrative opportunities for manufacturers

08 November 2023 I Dirk Hoogenboom

Training is the way to differentiate your brand of installation products

06 November 2023

Top-5 services that installers desire from manufacturers

05 November 2023

Leasing of installation products will likely grow in the future, although installers do not often offer this service yet

05 July 2023

Usage of professional and manufacturer magazines among plumbers and HVAC installers continues to decline, but not as fast as some years ago

06 April 2023

Can price seduce electrical installers to change brands?

04 March 2021

Pure online players can disrupt installers’ traditional buying journey

06 February 2021

UK installers are more often hired to install products bought by the end users

06 January 2021

BIM awareness booming among electrical installers