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Survey Research

Measuring the Market

Meet your goals quickly and cost effectively with Home Innovation

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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. 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 to assess builder preferences, developing trends, and more.

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.

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