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Sectors / Home improvement

Home improvement

One of the key focus segments of USP Marketing Consultancy is the home improvement industry. In order to conduct proper market research in this segment, you need to have market knowledge, both on the do-it-yourself and do-it-for-me sides of the business. This is where USP has its unique selling point. For more than 3 decades, we have been the go-to specialized market research agency for the home improvement monitor, 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 home improvement 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 home improvement industry worldwide, targeting both consumers, DIY store staff, and DIFM professionals via qualitative or quantitative research.

Track record

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

Clients we have worked for

What our clients say about us

Caroline Roque

EMEA Consumer and Market insights, Manager 3M Consumer Business Group

The USP team has very strong expertise in the construction and home improvement markets. We are using their detailed home improvement monitor reports very extensively.

Dalia Gonciauskaite

Marketing Manager Architectural at Covestro

It’s great that the European painters insights monitor reports are focusing on key topics that are highly relevant for our business.

Daniel Angelovski

Group insights manager at Velux

The specialized insights in the Home Improvement Monitor are a great source of input for our industry analysis.

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.

Marina Wall

Manager Customer Research & Insights at DAW SE

USP has extensive international construction industry experience, and their painters monitor provide valuable insights, supporting our marketers in their marketing strategies.

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.

Sarah Hawke

Global Group Consumer Insights Manager at Stanley Black & Decker

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

Home improvement

The home improvement sector is a very broad segment with many different product categories and two different dynamics: the do-it-yourself side and the do-it-for-me side of the business. Understanding market dynamics and trends remains vital when conducting market research in this segment.

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. Whether it’s B2B (DIFM), B2C (DIY), qualitative, or quantitative research, our aim is to help you achieve your business objectives through solid, data-driven insights and advice with our extensive portfolio of ready-made, off-the-shelf reports or through dedicated and tailor-made market research.

  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 groups based on product usage/purchase?

Yes, USP can target any type of consumer (or professional for do-it-for-me projects) based on standard selection criteria like age and income, but also based on products that have been bought and/or used for home improvement projects.

  1. Can USP facilitate focus groups amongst consumers ?

Yes, we can target any relevant stakeholder, including consumers. USP has extensive expertise in conducting both quantitative and qualitative (including focus groups) research worldwide.

  1. Can USP conduct a brand awareness study amongst consumers?

Yes, USP can conduct any type of market research, including but not limited to branding studies, amongst any stakeholder active in the home improvement industry.


Home improvement

Bathroom products

Decorative sundries

Flooring products

Outdoor and gardening

Hand-and Power tools


Kitchen products

Bathroom products

USP has over 30 years of experience conducting market research in the bathroom product market segment. Over that time, we have acquired considerable practical experience in the bathroom product industry. This includes understanding the business value chains, trends, and distribution. We can help you with any type of research in this segment and provide insights and advice, not just data.

Decorative sundries

When applying paint, a whole array of non-paint products are typically used, like sanding paper and machines, tapes, brushes, and much more. USP has been conducting market research studies in this segment for decades, leading to key knowledge on all important aspects and trends.This experience and on-the-shelf knowledge are available to help you with your specific business challenges, whether it’s tailor-made research or insights from one of our off-the-shelf reports.

Flooring products

The floor is an integral part of every consumer's house and can vary greatly in terms of the materials that are used as floor coverings. USP has over 30 years of experience conducting market research worldwide for manufacturers of flooring products focusing on the residential market. Whether it’s wood, parquet, stone, or any other type of flooring material, USP has the experience and knowledge to supply you with insights and advice through tailor-made market research and off-the-shelf reports.

Outdoor and gardening

When we investigate the home improvement market, we often also investigate the exterior and gardens of the houses. Over the span of three decades, we have conducted a wide variety of different research, covering products ranging from tiles to BBQ’s, hedge trimmers to robotic mowers, and many more. We can assist you with your research and business objectives through tailor-made market research and our off-the-shelf reports. ž

Hand-and Power tools

Just like professionals in the construction and installation sectors, consumers also rely on tools, both hand and powered ones, to get the job done. However, their product, brand, and feature preferences are different. Understanding their needs and requirements is vital when doing market research. USP has been conducting market research for manufacturers of power and hand tools for over 30 years and has the experience and expertise to assist you with achieving your business and research objectives.


One of the most common home improvement jobs done is painting. Obviously, this is a job that is very commonly done by consumers themselves. Understanding their needs, requirements, and pain points is vital for a successful marketing strategy. USP offers both self-reported and tailor-made market research to provide you with all the insights and advice needed based on our 30+ years of experience in this segment.

Kitchen products

An important part of the house is and will remain the kitchen. You can rely on our 30+ years of experience conducting market research in this segment. Ranging from sinks to kitchen appliances, we can be your insights and advice partner for all types of market research.

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 branding research to establish brand awareness, usage, and preference amongst consumers and professionals active in the home improvement segment. Furthermore, we can identify key brand associations, how you are positioned compared to your competitors, and what brand elements are of the utmost importance. We will not just deliver the data but also transform it 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 consumers or professionals active in the home improvement market segment. We can provide insights and place them into a broader perspective due to our decades-long experience in this field.

I need input to maximize and optimize 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 home improvement industry, both B2C and B2B. What do they read, how important is social media for decision-making and information-gathering purposes, and should you still invest in printed documentation? Moreover, how do all of the orientation sources rank and what type of information they use now and in the future? Because of our decades-long experience in the home improvement 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 home improvement business value chain.

Market exploration

Gain insight on new market segments or geographies in the home improvement 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 home improvement business value chain


Dividing markets, segments and target groups in the home improvement 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 home improvement 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 home improvement business value chain. Our customers often use this information to develop new products and services.

newest reports


Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.


Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.


Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.


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

We can target any target group in the home improvement industry, ranging from consumers, professionals working for consumers, to retail and distribution

  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 home improvement industry?

USP offers a select set of off-the-shelves market reports, covering key topics and target groups in the home improvement business value chain. Furthermore, USP offers dedicated, tailor-made market research. Within the home improvement 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 home improvement industry. We have decades of experience 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 home improvement industry we can target any relevant stakeholder, both B2C and B2B. USP has extensive expertise in conducting both quantitative and qualitative (including focus groups) research worldwide.