Case Study

Brand Perception and Competitor Benchmarking for a UK Fit-Out Contractor

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A leading UK fit-out contractor partnered with Leading Edge to better understand how their brand was perceived by customers, prospects, and the wider construction industry — and how this compared to key competitors. The goal: use customer insight to strengthen market positioning, refine messaging, and support long-term growth in the commercial construction sector.


Objectives: Evaluating Brand Performance in a Competitive Environment

The research aimed to:

  • Measure customer satisfaction and loyalty, including Net Promoter Score (NPS)
  • Benchmark brand and service performance against competitors
  • Explore the decision-making criteria used when selecting fit-out contractors
  • Gather suggestions to improve client relationships and marketing communications

While the contractor was well-established and known for strong delivery, they sought a clearer picture of how they were viewed externally — especially at earlier stages of the buying process.


Methodology: Two-Stage Research for Quantitative and Qualitative Insight

Leading Edge delivered a two-part programme:

  • Online Survey
    Co-designed with the client, this gathered structured feedback from customers, prospects, and lapsed clients using rating scales to quantify perceptions of service, reliability, innovation, and brand awareness.
  • Telephone Interviews
    A targeted sample of participants was invited to take part in follow-up interviews, providing deeper insight into brand perception, decision-making, and comparisons with other contractors.

Key Findings: Clear Signals to Guide Strategy

The research provided a well-rounded view of brand performance. Key insights included:

  • Strengths: High satisfaction with site delivery, communication, and reliability. Seen as dependable and responsive.
  • Areas for Improvement: Lower visibility during pre-tender and early-stage project planning. Brand awareness lagged behind larger competitors.
  • Opportunities: Strong appetite for thought leadership content, particularly around sustainability, early-stage planning, and innovation.

These findings helped the client understand both where they excelled and where targeted improvements could enhance their positioning.


Outcomes: From Customer Insight to Strategic Action

As a result of the research, the client:

  • Refined their brand messaging, focusing on delivery reliability and customer responsiveness
  • Tailored communications by customer type and decision stage
  • Launched new content initiatives aligned with sustainability and early engagement themes
  • Established internal benchmarks for ongoing customer satisfaction tracking

Why It Matters in the Fit-Out Sector

In a market where reputation, service consistency, and brand visibility are essential, understanding how your company is perceived — and how that compares to competitors — is crucial for growth. This project shows how market research can provide practical insight to inform marketing, client retention, and business development in construction.

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