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.
