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Understanding the drivers of product specification
Understanding the drivers of product specification
The client was a manufacturer of architectural aluminium systems used in building construction. As part of its strategy development for the North American market, the client required research focussing on unitized aluminium curtain wall (UCW) systems used in the construction of high- and mid-rise buildings. A key objective was to understand levels of interest in these systems and the key drivers of specification.
The research involved 300 x 20 minute telephone and online interviews amongst architects and glazing contractors who specify/install curtain wall systems in commercial, industrial and/or institutional building projects; covering a spread of regions across US and Canada and different sizes of operation. This was supplemented with parallel qualitative research (tele-depth interviews) amongst major building contractors, in order to ensure an all-round perspective on the issue.
Our analysis combined both stated and derived importance measures to identify the true ‘motivating power’ of the various product and service attributes governing specification decisions. The results enabled our client to promote a better understanding of UCW in the market-place, based on clearer communication of the main benefits and advantages of these systems related directly to the key priorities of the market.
The research involved 300 x 20 minute telephone and online interviews amongst architects and glazing contractors who specify/install curtain wall systems in commercial, industrial and/or institutional building projects; covering a spread of regions across US and Canada and different sizes of operation. This was supplemented with parallel qualitative research (tele-depth interviews) amongst major building contractors, in order to ensure an all-round perspective on the issue.
Our analysis combined both stated and derived importance measures to identify the true ‘motivating power’ of the various product and service attributes governing specification decisions. The results enabled our client to promote a better understanding of UCW in the market-place, based on clearer communication of the main benefits and advantages of these systems related directly to the key priorities of the market.
Customer satisfaction in the Metals Industry
Customer satisfaction in the Metals Industry
Customer satisfaction surveys for three separate clients in the metals industry - one manufacturing aluminium, one steel, one copper.
One approach involved a self-completion (paper and online) questionnaire amongst 1,250 customers globally. A second survey involved in-depth telephone interviews (30 minutes) with 50 key customers in Europe (covering a mix of larger/continuous and smaller/spot customers); a third survey used a combination of telephone and ‘qualitative’ F2F interviews, in order to examine fully the supplier:customer relationship in depth. These surveys were repeated, so as to provide a regular monitor of how far these companies are satisfying their customers’ needs and where they most need to improve their service. The results are analysed in aggregate, to show the overall picture; but also at individual level (attributed to particular customers) in order to provide a detailed action plan for meeting the specific needs of each customer.
One approach involved a self-completion (paper and online) questionnaire amongst 1,250 customers globally. A second survey involved in-depth telephone interviews (30 minutes) with 50 key customers in Europe (covering a mix of larger/continuous and smaller/spot customers); a third survey used a combination of telephone and ‘qualitative’ F2F interviews, in order to examine fully the supplier:customer relationship in depth. These surveys were repeated, so as to provide a regular monitor of how far these companies are satisfying their customers’ needs and where they most need to improve their service. The results are analysed in aggregate, to show the overall picture; but also at individual level (attributed to particular customers) in order to provide a detailed action plan for meeting the specific needs of each customer.
Brand awareness & perceptions
Brand awareness & perceptions
The client, a major aluminium producer, needed to understand and monitor its brand position in relation to architectural aluminium systems.
1200 x 20 minute telephone interviews with architects & specifiers of aluminium windows, storefront framing/entrances and curtain wall systems across Europe, North America and India; plus 170 telephone interviews with glazing contractors/installers.
The research provided a definitive picture of perceptions of the client’s brands in each area and in their respective competitive landscapes, which facilitated a more targeted communications campaign to spearhead business development.
It also identified the potential role of glazing contractors as ‘advocates’ of the client’s products and how this might be brought about; and helped scope the potential for new product concepts the client was considering, guiding the investment decisions in this area.
1200 x 20 minute telephone interviews with architects & specifiers of aluminium windows, storefront framing/entrances and curtain wall systems across Europe, North America and India; plus 170 telephone interviews with glazing contractors/installers.
The research provided a definitive picture of perceptions of the client’s brands in each area and in their respective competitive landscapes, which facilitated a more targeted communications campaign to spearhead business development.
It also identified the potential role of glazing contractors as ‘advocates’ of the client’s products and how this might be brought about; and helped scope the potential for new product concepts the client was considering, guiding the investment decisions in this area.
Profiling a market sector
Profiling a market sector
The client was a steel stockholder supplying a full range of bright, black, carbon, alloy and structural steels. The company already had two major operational sites in the UK but was considering expanding a third (distribution) site in the North West region, in order to better serve this area - and hopefully promote additional sales!
Before committing to this investment, the company required additional reassurance that the proposed expansion was fully warranted – in particular, more detailed information on the potential customer base in the North West region; their key priorities and service needs; and also what the ‘competitive environment’ was like – i.e. who are the existing suppliers currently operating in the area?... and how well do customers view their performance?
The research involved secondary/’desk’ research to profile the steel market within a 50 mile radius of client’s NW operating base – listing details of all potential users of steel (Precision Engineers, Steel Fabricators and Manufacturers, etc. ) plus rival Steel suppliers; and also conducting tele-depth interviews with selected businesses to provide a qualitative ‘feel’ for the market.
Before committing to this investment, the company required additional reassurance that the proposed expansion was fully warranted – in particular, more detailed information on the potential customer base in the North West region; their key priorities and service needs; and also what the ‘competitive environment’ was like – i.e. who are the existing suppliers currently operating in the area?... and how well do customers view their performance?
The research involved secondary/’desk’ research to profile the steel market within a 50 mile radius of client’s NW operating base – listing details of all potential users of steel (Precision Engineers, Steel Fabricators and Manufacturers, etc. ) plus rival Steel suppliers; and also conducting tele-depth interviews with selected businesses to provide a qualitative ‘feel’ for the market.
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