Industry overview
What is shaping construction
Construction materials are chosen by a chain of people: engineers, contractors, masons and individual homebuilders. Site conditions, credit and word-of-mouth all matter.
- Masons and contractors strongly influence material brands
- Individual homebuilders rely on trusted advice
- Site safety and quality standards are rising
Client background
A cement manufacturer, working in Rural and semi-urban markets in six states. Client identity is withheld to protect confidentiality.
- Organisation
- A cement manufacturer
- Sector
- Construction
- Team engaged
- Market Research
- Services
- Quantitative research, Offline data collection (CAPI), Qualitative research
Client challenge
The manufacturer’s advertising targeted homebuilders, but sales teams believed masons made most brand decisions for individual homes.
Research objectives
- Answer the core question: how masons and contractors influence cement brand choice.
- Understand the views, needs and behaviour of masons.
- Understand the views, needs and behaviour of homebuilders.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 1,200 masons and 800 homebuilders.
- masons1,200
- homebuilders800
Audiences we typically reach in construction
Contractors and masonsCivil engineers and architectsIndividual homebuildersMaterial dealersSite workers
Geographic coverage
Coverage: Rural and semi-urban markets in six states. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Mason and contractor interviews at sites
- 3Homebuilder survey
- 4Insight
Interviewers visited construction sites to speak with masons and contractors about brand choices and recommendations, and surveyed homebuilders about who decided which brand to buy.
Quantitative researchOffline data collection (CAPI)Qualitative research
Sampling strategy
- masons
- 1,200
- homebuilders
- 800
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Respondents were selected across Rural and semi-urban markets in six states using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Masons heavily influenced brand choice, especially for first-time builders.
In home building, the trusted craftsman often decides.
Recommendations
- Build on the core insight: in home building, the trusted craftsman often decides.
- Focus effort where the evidence was strongest: masons heavily influenced brand choice, especially for first-time builders.
- Re-measure after the changes to confirm the effect.
Business impact
- The manufacturer expanded its mason training and recognition programme and created simple guides masons could share with homeowners.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who decides the cement or steel brand on site?
Client identity is withheld to protect confidentiality.