Market Research
Decision Maker Research

Targeting the right person, at the right time, with the right message.

Determining Awareness, Attitude & Usage of Your Product with Key Decision Makers

Success in today’s competitive building products market requires the ongoing effort of gaining and maintaining market intelligence – identifying who influences the purchase of your products, the factors that drive their decisions, and what viable product alternatives exist.  

We support the building products industry with frequent surveys, focus groups, and interviews of industry stakeholders – including builders, remodelers, trade contractors, architects, and consumers. We draw from our Internet survey panels and extensive network of relationships with key audiences to gather market intelligence for our clients. Our market research capabilities include:

Our Market Assessment & Competitive Analysis Services

Understanding a market’s ecosystem is essential to reduce risk and build a foundation for long-term success. We can provide you with a thorough analysis of your product line’s current and potential market including:

  • Relevant market segments 
  • Key industry stakeholders and decision makers 
  • Supply and distribution chain elements
  • Market share of competitors and alternatives
  • Competitors’ strengths, weaknesses, and marketing strategies 
  • Consumer and industry trends
  • Positioning and gaps between offerings and customer needs

Decision-Maker & Attribute Analysis

Identifying those responsible for specifying or purchasing your product, and factors they consider when purchasing are only the beginning. The construction industry is unique in the number of stakeholders that influence a decision – buyers, installers, end users, regulators, insurers, code officials, financiers, and others can all sway decisions that affect the success of your products. Home Innovation Research Labs can help you identify and understand all the critical factors in this phase of marketing your product.


Improve your business intelligence with our market research services.



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Home Innovation Research Labs Lab - Market Research

With multiple focus group suites and an observation gallery overlooking the laboratory floor, our market research facility is unmatched for building product research. 

Market Research Facility