Leading Edge recently completed an in-depth market research project for an Irish building product manufacturer specialising in insulated foundation systems. With ambitions to enter the UK construction market, the client needed a comprehensive understanding of competitors, customer expectations, market barriers, and potential routes to entry.
Objectives: In-Depth Market and Competitor Analysis to Guide UK Expansion
The research aimed to:
- Analyse the competitive landscape for insulated foundation systems in the UK.
- Identify and evaluate three possible routes to market, including buyer types, pricing models, and key stakeholders.
- Understand the role of specifiers and warranty providers in influencing product adoption.
- Highlight regulatory, warranty, or insurance-related barriers to entry.
- Provide a data-driven foundation for strategic planning and market entry.
Methodology: Interviews, Mystery Shopping, and Market Intelligence
Our team adopted a multi-method approach, combining:
- 50 in-depth telephone interviews with contractors, housebuilders, and construction product manufacturers to capture detailed industry insight.
- A mystery shopper exercise to explore competitor sales tactics, pricing, and customer service experiences.
- Desk research using trusted sources such as the Office for National Statistics (ONS), NHBC, Companies House, and the Construction Products Association (CPA).
This provided a full picture of the UK market and identified the key players, product alternatives, and pricing benchmarks.
Findings: Competitor Positioning, Market Barriers, and Strategic Opportunities
The research delivered:
- A clear view of competitors, including their product positioning, distribution channels, and perceived strengths.
- Practical intelligence on how different market routes (e.g., direct to contractor vs. through distributors or warranty providers) could be approached.
- Identification of critical barriers — including insurance and warranty criteria — that might affect adoption.
- Realistic estimations of market share by product type and channel.
These findings enabled the client to tailor their approach, anticipate challenges, and focus on the most promising segments.
Outcome: Actionable Insight to Support a Confident UK Market Launch
The client left the project with a detailed market entry plan backed by current, relevant intelligence. They were able to:
- Identify and prioritise the most viable routes to market.
- Adjust their pricing and positioning based on real-world competitor data.
- Address potential insurance and warranty-related obstacles early in their planning process.
This case illustrates the value of robust market research in de-risking expansion and supporting confident, data-led decision-making.
Why This Matters for International Construction Manufacturers
For overseas manufacturers entering the UK market, a detailed understanding of competitors, regulations, and buyer behaviour is essential. This project demonstrates how combining interviews, competitive research, and market data can uncover critical success factors — and help avoid costly missteps.
