Refining product range in the building materials sector

A global manufacturer of building materials needed to use emerging market trends to plan a product range for the forthcoming year.

The challenge

Our client, a global manufacturer of building materials, needed to determine its product range for paving for the forthcoming year.

In an increasingly competitive market where differentiation was becoming more difficult, it was critical to identify the key features which would make new products stand out to potential customers.

Our solution

We worked with the marketing and product development teams to design a programme of research. Crucially, the study needed to  engage key decision-makers, including specifiers, end customers and influencers. Using in-depth interviews with leading landscape designers and paving installers we were able to anticipate emerging trends in paving design.

Next, gathering consumer insight through a survey where we tested physical paving samples, we narrowed down our client’s focus onto the designs and styles that would generate highest demand.

The outcome

As a direct result of our work, the client developed a well-informed product range, built around solid insight into current and future design trends and consumer preferences.  Consequently, they were also able to develop a materials supply strategy built around anticipated customer demand.

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