A leading national contractor re-engaged Leading Edge to conduct a follow-up market research project aimed at benchmarking current performance against research conducted two years earlier. The study focused on understanding how customer behaviour, media use, and perceptions of competitors had shifted — and how these changes could inform the client’s evolving marketing strategy.
Objectives: Benchmarking Progress and Exploring Customer Behaviour
The key aims of this project were to:
- Compare current customer perceptions with data collected two years earlier.
- Assess changes in media engagement and use of contractor-supplied data.
- Evaluate current Net Promoter Scores (NPS) and identify satisfaction trends.
- Conduct a high-level competitor review and uncover infrastructure concerns that might impact client experience.
This work would provide a direct line of sight into how the company’s brand, communications, and customer service were performing relative to prior research.
Methodology: Engaging Customers to Gather Qualitative and Quantitative Insight
The research involved telephone interviews with 45 current and potential customers, combining structured questions with open-ended feedback. The dual emphasis ensured that:
- Quantitative results could be compared precisely with previous metrics.
- Qualitative feedback added nuance and helped explain the numbers, highlighting recurring themes, expectations, and pain points.
This blend of data types offered a rounded view of customer sentiment and experience.
Results: Tracking Progress and Informing the Marketing Plan
The analysis revealed:
- Clear improvements in areas such as post-completion communication and data transparency.
- Ongoing challenges in cost reporting and clarity during early project stages.
- A moderate uplift in NPS, suggesting growing customer loyalty but also room for improvement.
- Valuable insight into how competitors were perceived, especially around digital tools and innovation.
These findings directly informed the contractor’s marketing plan and provided evidence of progress — as well as areas needing further focus.
Outcome: Leveraging Customer Insight for Strategic Growth
The research helped the client:
- Benchmark key performance indicators (KPIs) over time.
- Understand how customer priorities had shifted — particularly in communication and digital service areas.
- Align future marketing activity with customer expectations and competitor positioning.
This longitudinal approach to market research gave the contractor a clear, data-backed narrative of improvement and set the foundation for continued progress.
Why Benchmarking Matters in the Construction Sector
In a sector where relationships, reputation, and service consistency are critical, ongoing benchmarking helps companies adapt to changing customer needs. This project demonstrates the power of comparing past and present insight to shape future performance — and stay ahead in a highly competitive industry.
