Market Research
Survey Research Capabilities

With 50+ years experience in survey research, we help meet your goals quickly & cost effectively.

Timely, Actionable Building Industry Survey Research

It’s not always easy to collect the right kind of information from the right kind of respondents for the residential construction industry, but with over half a century in the housing trenches, we know how to overcome the potential difficulties that come with getting meaningful, actionable data from both building professionals and consumers on construction-related topics.

We have the expertise to deliver better information more quickly and cost-effectively than other marketing research firms that are not specialized in the construction industry. In addition to having concentrated marketing research and data analytics expertise among our staff, our team also has backgrounds in construction management and trades, building codes and regulations, architecture, and engineering. This unique combination provides superior insight into your markets.   

Our Survey Research Methods & Approaches

Our survey research methods can help you quantify your market size, gain deeper insight into purchase decisions, validate or refute commonly-held beliefs or assumptions, and make generalizations about a target audience. Research methods and approaches we commonly employ include:

  • Concept testing & screening; new product volumetrics
  • Market segmentation / Cluster analysis
  • Discrete Choice — conjoint, trade-off, and MaxDiff analysis
  • Customer satisfaction & loyalty testing
  • Positioning of products and services
  • Price sensitivity / Elasticity — monadic, purchase allocation, and van Westendorp designs
  • Decision-maker analysis — who influences purchases and what factors drive choice
  • Brand health, strength & awareness
  • Market sizing
  • Advertising research 

Our Home Building Industry Research Tools & Resources

Successful research in the building products industry requires a grasp of both B2C “consumer packaged goods” marketing research methods, as well as B2B and industrial research methods. Over the past several decades, Home Innovation has developed and honed the relevant methods for precision research in the building products market.

Staff Expertise Provides Strong Foundation: Construction, Building Science, Technology

The Marketing Research team at Home Innovation has vast experience across many construction disciplines — construction management, architecture, building science, codes and regulations, and industry structure — that informs and undergirds all the research we conduct. You won't find our unique combination of expertise anywhere else.

Online Survey Panel of Home Builders & Remodelers

Home Innovation Research Labs has a Construction Pro Panel of more than 5,000 home builders, remodelers, and other construction professionals with product purchase and specification authority. This panel allows us to field surveys and recruit for focus groups and interviews in a matter of days rather than weeks — and helps us curate superior qualified, hard-to-recruit audiences.

Consumer Home Improvement Panel

With more than 100,0000 respondents annually, data from our Consumer Practices Survey (CPS) provide us incredible detail on respondents’ homes and their past year’s remodeling activities. Using the CPS database, we can profile consumers by very specific demographic and home improvement activities in the previous year, providing a shortcut to finding your target market research audience. This panel is especially helpful in finding users and purchasers of unique or low-incidence products and materials.

Omnibus Surveys of Home Building Professionals

Home Innovation Research Labs also conducts quarterly Omnibus Surveys of U.S. builders and remodelers. Typically, several companies participate in each of these web-based surveys and share the costs, making it a budget-friendly way to get feedback from a nationwide audience. Sponsoring companies supply us with a series of questions, and we tabulate and send the results back to the sponsor. The entire process – from submitting questions to receiving data – usually takes only 2 or 3 weeks. Surveys of building professionals typically result in 300 responses.


Improve your business intelligence with our market research services.



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