Leading Edge undertook a strategic market research project for a well-established manufacturer of bespoke door systems. The client wanted to better understand their position in the market, how their products and services compared with key competitors, and where new growth opportunities could be found.
Objectives: Benchmarking Products, Service, and Market Perception
The project focused on:
- Evaluating the company’s product and service offer compared to key competitors.
- Identifying market trends and customer expectations.
- Assessing brand perception and satisfaction levels among customers and specifiers.
- Highlighting opportunities for market share growth and new sector entry.
This research would help the client shape their marketing, product development, and business growth strategy.
Methodology: Interviews and Competitor Analysis for Market Clarity
To build a detailed and reliable picture of the market, we conducted telephone interviews with a broad mix of industry professionals, including:
- Existing and potential customers
- Subcontractors and main contractors
- Architects and specifiers
Each respondent was asked about their experience with the client and with competing door manufacturers. We calculated Net Promoter Scores (NPS) to measure customer loyalty and benchmarked these against scores for competing brands. Interviews also explored market drivers, service expectations, and buying behaviours — adding rich context to the quantitative data.
Findings: Market Position, Brand Strengths, and Growth Potential
The research revealed:
- The client was well-regarded for product quality but had opportunities to improve communication and aftersales support.
- Competitor analysis identified two brands consistently preferred in certain sectors — offering clear targets for repositioning.
- The market showed healthy growth, with specific demand in sectors such as education and healthcare.
- New opportunities existed in underexplored segments where bespoke solutions were increasingly sought after.
Strategic Outcomes: Insights to Support Expansion and Positioning
The insights helped the client:
- Clarify their brand position in relation to competitors.
- Refine messaging to better reflect strengths and align with buyer priorities.
- Focus development and marketing efforts on sectors with the greatest growth potential.
- Use NPS benchmarking to set performance targets and track improvements over time.
Why This Matters in the Bespoke Door Market
In a competitive and specification-driven sector, understanding how your offer compares with others is essential for long-term growth. This case study shows how market research can highlight service gaps, identify growth sectors, and support stronger customer engagement in the construction product space.
