For manufacturers and suppliers in the construction industry aiming to enter new markets or explore innovative product and service opportunities, thorough market research is a vital first step in any business development strategy. In this article, construction research specialists, Leading Edge, provide an overview of construction market research and also key research methods to use before launching a new building product.
Market research plays a vital role in the construction industry, where the stakes are high, product lifecycles are long, and decision-making chains are complex. Whether you’re an established manufacturer or an innovative start-up, investing in research before launching a new building product is essential to maximise your chances of success.
This article outlines what market research is in the context of construction, why it matters, and which methods can help you gain valuable insight and reduce risk.
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What is Market Research in the Construction Industry?
Market research in construction involves gathering and analysing data to understand market dynamics, customer needs and competitor activities. Unlike fast-moving consumer goods, the construction sector requires you to consider a broader spectrum of stakeholders—architects, specifiers, contractors, distributors, developers and end clients.
Research can answer critical questions:
- Is there a genuine market need for the product?
- How large is the opportunity?
- Who influences the purchase and specification decisions?
- How are competitors positioned?
- What factors drive selection?
- How can you differentiate?
The insights gained help inform product design, messaging, pricing, and routes to market.
Why Conduct Research Before Launch?
Launching without research often results in missed opportunities or costly missteps. Pre-launch research helps you:
- Validate your value proposition and product–market fit.
- Understand barriers to adoption.
- Identify preferred channels and buying processes.
- Build a credible case for investment and resource allocation.
Put simply, it reduces uncertainty and gives your launch the best possible foundation.
Market Research Methods for Building Products
Below are some of the most effective research methods when preparing to bring a new product to market:
- Desk Research
This involves analysing existing information—market reports, industry publications, competitor literature, and construction data sources. It’s often the starting point to size the market, map competitor offerings, and define trends.
- Qualitative Research
Speaking directly to stakeholders is invaluable. In-depth interviews with specifiers, contractors, or distributors can uncover unmet needs, perceptions of competitors, and reactions to your concept. Focus groups can also be useful for testing early-stage ideas.
- Quantitative Research
Surveys—online or telephone—allow you to measure attitudes and preferences at scale. For example:
- How important are certain features?
- What factors influence specification decisions?
- How does your proposition compare to established brands?
Robust samples help you validate assumptions and assess market potential.
- Product Testing and Feedback
If you have prototypes or visuals, sharing them with target audiences can reveal usability issues, potential objections, and ways to improve the design or presentation.
- Competitor Benchmarking
Understanding how your product compares to competitors in terms of performance, pricing, and perceived value helps position your offer effectively.
Bringing It All Together
Comprehensive market research combines these approaches to build a clear, evidence-based strategy. The process can be tailored to your budget, timeline, and objectives—sometimes beginning with desk research and qualitative interviews, followed by a survey to quantify findings.
Ultimately, research gives you the clarity to:
- Refine your proposition.
- Develop compelling marketing materials.
- Prioritise target customer groups.
- Reduce the risk of a poorly received launch.
In a sector as competitive and specification-driven as construction, taking the time to invest in insight isn’t optional—it’s a critical step towards commercial success.
At Leading Edge, we specialise in helping building product manufacturers, distributors and construction service providers carry out practical, actionable market research to support new product development, market entry and growth strategies.
About Leading Edge
Leading Edge has been delivering specialist market research and consultancy to the construction industry for over 30 years. For more information, visit www.lead-edge.co.uk.