Measuring customer perception gives an indication of what people like about your construction organisation, what they do not like and, of equal importance, their areas of ignorance.

The construction 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 construction products and services. These perceptions are based on how the company performs and its communication with the construction market.

Conducting regular perception studies is a valuable way to stay in touch with your customer base.

Based on this a communications and marketing plan can be developed, and possible changes made to your construction business strategy.

The benefits of completing a regular customer perception study:

  • It enables fact-based decision making
  • Helps you understand what construction 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


How the process works:

Competitive Advantage work with you to understand your company values, performance and communication challenges. Taking the factors that you believe to be important and drawing on our experience we recommend a questionnaire structure. Having got your approval, we then test this with a few respondents to ensure it is working as intended.

The survey

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

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 we can also source 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.











Further reading

To learn more about conducting bespoke research download our eBook: A How-to Guide for Market Research in the Construction Industry.

Browse our market research reports, available to purchase online