Construction Market Research

Challenge

A multi-billion dollar manufacturer of construction tools wanted to understand the nature of the opportunity for its brand portfolio spanning premium, mid-range and value product lines. This included identifying the optimal target audience for each brand, and the size of the opportunity for each brand by market.

Solution

Our segmentation provided this leading, global manufacturer with a competitive advantage by enabling our Client to:

Strengthen its brand portfolio (optimal brand positioning and channel play);
Optimize brand targeting (including lower hanging fruit to prioritize);
Enhance brand communications based on the core target audience, its product needs and behaviors;
Inform strategy planning, e.g. anticipated market growth and the size of the prize.

Qualitative research (focus groups) was used to obtain a deep understanding of requirements, challenges, behaviors, brand perceptions, etc. Quantitative research comprising online and telephone surveys then created a robust dataset from which statistical analysis revealed an optimal segmentation solution.

Challenge

A manufacturer of pre-cast concrete required a comprehensive opportunity assessment to inform its market expansion strategy.

Solution

The aims of our research program were:

Calculating the total addressable market, indicating the potential for our Client;
Obtaining a deep understanding of market needs and purchase drivers, to help our Client position its brand for success;
Mapping the competitive landscape to arm sales teams with valuable insights;
Establishing market drivers and trends to better prepare our Client for emerging challenges and opportunities.

The research method comprised a mix of primary and secondary research and included the views of multiple audiences (customers, market experts and our Client’s employees), to ensure a 360 degree assessment and robust triangulation of the market size.