Construction Research

Customer Perception Measurement

Handshake

"It gave us much more
than we expected"

Rick C Lenny, Managing Director,
Astec Projects Limited

The market's perception of a company has an impact on its performance and shareholder value. It will also impact on what people are prepared to pay for its products and services. These perceptions are based on how the company performs and its communication with the market.

Measuring customer perceptions will give an indication of what people like about your company, what they do not like and, of equal importance, their areas of ignorance. Based on this a communications plan can be developed, and possible changes made to the business strategy.

The benefits of completing a customer perception study are:

It enables fact-based decision making about your business
Helps you understand what customers like about your company and why
Identifies opportunities for improvement
Prioritises changes based on customer feedback
Strengthens your customer relationships
Measures effectiveness of advertising and PR programmes
Develops a focused and effective communications programme
Benchmarks you against your competitors

Competitive Advantage has been conducting construction research since 2000, Our team have construction industry experience and are familiar with the industry's language and practices and understand the challenges you and your customers face.

Our commercial experience means that as well as reporting research findings we are able to interpret these effectively and make sound business recommendations.

We aim to provide high quality information at an economic cost.

View our case studies to learn more about the work we have completed, or feel free to contact us to discuss your requirements.

How the process works

Competitive Advantage work with you to define company values, performance and communication challenges. Some customer satisfaction issues can also be included. Taking the factors that you believe to be important, we draw on our past experience and recommend a questionnaire structure. Having got your approval, we will then test this with a few respondents to ensure it is working as intended.

The survey

Conducted on your behalf, we have found telephone interviews to be the most cost effective and reliable method of research. If there are some complex issues or important customers, we can include face-to-face interviews in the research process.

The range of research methods can include:

online surveys
telephone interviews
face-to-face interviews
focus groups

Research team

Our specialist construction research team have all been recruited from sales or marketing roles within the construction sector. They have built up significant experience working with the different types of decision maker, are familiar with the industry's language and practices and understand the challenges you and your customers face. Most important, they are experienced in interviewing all roles in construction – clients, architects, engineers, project managers, estimators, large & small contractors, sub-contractors, distributors, wholesalers and merchants. Read more about the team.

Who we contact

Based on your channels to market and customer mix we will recommend a sample of representative size and mix.

We will ask you to provide us with your customer lists and if appropriate lists of non-customers.

Presenting the findings

Reporting is factual, but includes a series of commercial recommendations based on extensive practical construction industry sales and marketing experience.

Learn how we can help you with your customer satisfaction surveys