Datainfo leverages a powerful combination of socio-economic datasets to benchmark against population, GDP and CPI and create an overall illustration of market potential. This market research and intelligence is further enhanced as our analysts examine how social, economic, cultural and psychological influences affect attitudes and purchasing decisions.

Qualitative construction market research involves gathering non-numerical data to understand market trends, customer behaviours, preferences, and motivations in the construction industry. The objective of qualitative construction market research is to measure the number of respondents who act, feel or think in a particular way in order to draw conclusions on the wider population.
Larger sample sizes are required, typically a minimum of around 30 – 40. They are normally drawn from a random sample of the population.
Data collections techniques used in qualitative construction market research are:
• Telephone interviews
• Online surveys
• Face to face interviews
• Omnibus surveys

With statistical analysis typically including tables and conclusions. Qualitative construction market research is often used to recommend a specific course of action.

Market research helps construction and building product companies in major decision making as it provides a solid basis of data and improves the chances of taking the right decision. Examples include new product launches, investment in new production equipment, brand rationalization and service level changes.

However, the decision then needs to be taken as to what type of market research will best help in gathering the right type and level of information. The main choice is between qualitative and quantitative construction market research or a combination of both.

The objective of construction qualitative market research is to gain an initial understanding of an issue or uncover key trends and reasons for behaviour.

Smaller sample sizes are typically smaller than required for qualitative research. They are not always representative of the total population and are often with key decision makers or experts.

Typically, semi or unstructured interviews are undertaken, with data collected via:
• In depth one to one (in person or via phone)
• In depth with a small group of 2 or 3 respondents (in person)
• Group discussions / online focus groups

Qualitative construction market research will provide an initial understanding of the subject that is exploratory rather than conclusive. It provides a sound base for decision making, particularly when backed up with desk research.

Conducting telephone interviews offers several advantages compared to other research methods:

Ensured Clarity of Questions: An interviewer guides the conversation, ensuring that questions are understood correctly, and any misunderstandings are promptly clarified, leading to higher quality data.

In-depth Data Collection: With interviews lasting up to an hour or more, a substantial amount of information can be gathered from each participant.

Opportunity for Detailed Exploration: Telephone interviews allow interviewers to delve deeper into intriguing responses. This probing capability helps extract more comprehensive insights on specific topics.

Increased Response Rates: By scheduling appointments and following up on potential leads, telephone interviews typically achieve higher response rates than other methods.

Effective Respondent Screening: Telephone interviews ensure you're speaking with the right person before starting the interview. This direct interaction confirms the identity of the respondent, unlike online surveys where respondent identity can be uncertain.

Questionnaire Flexibility: Various types of questions can be included, and a discussion guide can replace a rigid questionnaire. This allows for a more fluid and adaptable interview process.

Access to B2B Audiences: In business-to-business research, telephone interviews are often the most effective method for reaching hard-to-access respondents. Many roles and industries are not well-represented in online panels, making telephone interviews the best way to collect their data.