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We have provided below examples of previous work we have completed in the roofing and construction products sector but we would recommend you clicked through to our main site.
Market research on roof tiles and roofing products
We specialise in market research in the construction sector and, in particular, have carried out several studies involving research on roof tiles, roofing products and other related building materials. We also have operational experience in the distribution of roofing materials.
Case study: market report on specialist roofing product
The purpose of this research was to provide a business plan for an artificial roof slate made from recycled materials. This was funded by WRAP (Waste and Resources Action Programme).
The market analysis involved identifying:
- The market size for roof slates split by type
- The suitability of the proposed rubber-plastic slate and its perceived market position, compared with the range of alternatives available
- Competing products by market share, unit price and installed cost
- A pricing strategy to win share from existing roofing products
- Competitive advantage of having related products in rubber-plastic to provide a roofing solution e.g. hips, valleys, eaves tiles etc.
- Likely take-up rate, having regard to those sectors of the market where substitution can be made easily.
One of the key issues was to see if it could compete in the low and mid price roofing market. At the lower end of the market, the roofing contractor plays a dominant role and we undertook a number of interviews face to face so that roofers could handle the product. We showed them some prototypes, because the industry is particularly cynical about new products’ fitness for purpose.
For the larger numbers of interviews needed to give statistical robustness, telephone interviewing is much cheaper. However, again we felt that the respondents would want to see the product so we mailed samples of the slate to selected respondents having phoned them first. We then followed them up with questions on the product. The arrival of the samples excited considerable interest and made the interviewer’s job much easier.
Case study: customer research and analysis for roofing products manufacturer
A roofing manufacturer had merged two parts of its business. However, feedback from customers indicated a decline in service levels. To protect their market position the company needed to identify what service levels their customers expect from them, and how they perceived their performance compared with the competition. The manufacturer also wanted to benchmark themselves in key areas against their direct competitors, and other industry players, to achieve a ‘best in class’ market position.
The objective of the research were to:
- Identify the top ten ‘moments of truth’ that are most important to different customer groups and where the company needs to improve its performance
- Benchmark the best performance by roofing competitors that the company has to beat, and customers’ propensity to recommend the company to others
- Identify anecdotal examples of how the service fails to meet customers’ expectations and insights into how the service can be improved
- Give advice on putting in place a system of strategic measures for market analysis based on some of the key items for customers.
The results revealed the service areas where the manufacturer was falling down most compared to their competitors. However customers’ revealed that these are the aspects of service that are most important to them.
We also found a polarised view between customers. Some thought the service offered was excellent, whilst others said it was ‘shocking’ in many areas. They also found that customers who buy the manufacturer’s new cladding product ranges appeared to be the most dissatisfied with the level of service provided. We reviewed the data and then suggested a list of 10 action points that the manufacturer needed to urgently address to improve customer service levels and keep their customers on board.