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In addition to conducting bespoke market research for the built environment we have published a range of reports on subjects of importance to building product marketers including communications channels, decision makers and influencers, CPD requirements and product selection. Our popular Personas provide a handy consolidation of this information. See the dedicated section on our Knowledge Hub which contains articles and reports to help you.

Our construction research expertise includes:

  • Industry Reports
  • Omnibus Surveys
  • Customer Satisfaction Measurements
  • Customer Perceptions
  • Brand Recognition and Loyalty
  • Personas and Customer Profiling
  • Market Feedback and Evaluation
  • Pre-launch Feasibility Research for Construction Products
  • Mystery Shopper
  • Focus Groups

Why conduct construction research?

The construction industry is responsible for 9% of UK GDP and has a complex Decision Making Unit (DMU), hence representing a marketing challenge, and as the government encourages initiatives such as sustainability and BIM the dynamics are set to change.
For the construction sales and marketing professional this poses challenges:

  • Which are the best methods for communicating with Architects and Engineers?
  • Will Architects and Engineers specify my products and if so, how?
  • What is the influence of BIM on product specification?


  • How great is the impact of sustainability on product specification?
  • How do my building products rate against my competitors?
  • What do my customers truly think?

At Competitive Advantage we work through a check-list to determine the quota and size of sample. We balance this against the practical aspects to propose a sample size which is both representative, practical and affordable. We will then use Barbour ABI, an expert provider of construction market insights and intelligence, to identify respondents currently involved in relevant projects.

Competitive Advantage follow’s the procedures set out by the Information Commissioner’s Office to meet the General Data Protection Regulation and will delete from our records all contact data provided by you, 6 weeks after project completion. We conduct market research to meet the relevant requirements of international market research standard ISO 20252:2006. This defines processes which ensure best practice in the conducting and reporting of market research.

We also work with associate research companies in a number of other countries (who are also construction research specialists). This gives us the capability to conduct international projects.

And if your research identifies a training requirement, or a need for strategy development we have the expertise to work with you on this.


The benefits of working with us on construction market research

Competitive Advantage has been conducting construction market research since 2000. Our commercial experience of the construction industry means that as well as reporting market research findings, we interpret these effectively and make sound business recommendations.

We use a range of research methods, recommending the best option or combination to suit your project’s requirements, including focus groups, in-depth interviews, telephone interviews and online surveys.

Our in-house research team are experienced at interviewing construction industry decision makers: architects, engineers, project managers, estimators, large & small contractors, sub-contractors, distributors, wholesalers and merchants. We conduct independent validation of 5% of telephone interviews in line with the Interviewer Quality Control Scheme to ensure the accuracy of recorded responses.

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