Author: Ian Exall is chairman of CIMCIG, the Chartered Institute of Marketing’s Construction industry Group, and marketing manager at shower manufacturer Aqualisa. Market research is one of the activities we know we should do more of but for lots of reasons we don’t do anywhere as much as we need. How many times do you […]

Author: Lucia Di Stazio, Director of full service marketing agency MRA Marketing. Finance? Dry, dull and difficult! Insurance? Yawn! Pensions? Zzzzzzz! Production? Dirty, drab and noisy! Marketing? Wheeee! Let the fun begin! Marketing engages and involves us. Good advertising makes us smile, feel hungry, warm or sad, makes us want to support a cause, join […]

When I was first involved with specification selling, in the early 1980’s, you built a relationship with an architect, persuaded him of the benefits of your product, then he put its name on the drawing and in the fullness of time you got an order. Job done! (OK it was a bit more complicated than […]

The architect is probably the most important member of the design team, distilling the requirements and advice of the other members. Recently Competitive Advantage completed research into how Architects design non-residential sustainable buildings and the information they need from manufacturers. One of the questions we asked architects was which manufacturers they considered provided good information about sustainable products. […]

This blog is the final in a 5 part series of articles reviewing different types of market research and how best to use them to inform your business strategy; the first explained customer satisfaction surveys, the second customer perception studies, the third market feedback and evaluation, with the most recent covering mystery shopper research. This […]

To assume that the contractor is insisting on using the cheapest product available is far from the reality. There are many influences on product choice. The specification salesman must create demand, reduce the importance of price and transfer influence away from the supply chain to the manufacturer. In this blog article we review the tools […]

This blog is part 4 in a series of articles reviewing different types of market research and how best to use them to inform your business strategy; the first explained customer satisfaction surveys, the second customer perception studies and the third market feedback and evaluation. As the title suggests this type of research has an […]

This blog is the third in a series of articles reviewing different types of market research and how best to use them to inform your business strategy; the first explained customer satisfaction surveys and the second customer perception studies. In this article we will be looking at the process of gathering market feedback and the […]

This blog is the second in a series of articles reviewing different types of market research and how best to use them to inform your business strategy. The first being on customer satisfaction surveys. Customer perception studies are different to customer satisfaction measurement although there is an overlap. Measuring perceptions should extend beyond your customers […]

This blog is the second in a series of articles reviewing different types of market research and how best to use them to inform your business strategy. The first being on customer satisfaction surveys. Customer perception studies are different to customer satisfaction measurement although there is an overlap. Measuring perceptions should extend beyond your customers […]