FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER

Waterproofing in Commercial Construction 2017

WATERPROOFING IN COMMERCIAL CONSTRUCTION 2017FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER

Waterproofing in Commercial Construction is Principia’s first exclusive coverage of the waterproofing market and provides a detailed analysis on the current and future state of this $888 million segment of commercial construction.A critical aspect of this industry report is the voice of customer section which provides key insights from the perspective of contractors, design community, dealers, distributors and property owners and managers.

This brief overview highlights a few of the results from nearly 550 interviews with these influential customer groups. Topics covered include preferred product types, design and specification considerations, the purchasing process including product selection and key challenges facing the industry.

In addition to these voice of customer insights, the report includes a detailed view of current and projected market demand, along with supply-side analysis including supplier share and product flow through distribution channels.

Four Key Insights from The Voice of the Customer:

1. Property owners’ indication for frequency of replacement for waterproofing products

2. Contractor feedback on product longevity and replacement age

3. Contractor, architect, engineer and building consultants’ primary product selection influencers

4. Property owners’ primary influencers on product selection

Contact the Principia team at info@principiaconsulting.com to learn more about Waterproofing in Commercial Construction or to purchase the report.

1. Property owners’ indication for frequency of replacement for waterproofing products

WATERPROOFING IN COMMERCIAL CONSTRUCTION 2017FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER

• Average age of replacement for waterproofing products is between 10-14 years, depending on product type.

• Suppliers can optimize their product competitive positioning, tailor warranty language or promotions, and/or shore up any gaps in owner expectations through knowing waterproofing material replacement timeframes.

2. Contractor feedback on product longevity and replacement age

WATERPROOFING IN COMMERCIAL CONSTRUCTION 2017FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER

• Contractors indicated acrylic coatings have the lowest longevity for replacement compared to cementitious coatings which has the highest longevity.

• Targeted competitive positioning is possible based on expected replacement age or product lifecycle.

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WATERPROOFING IN COMMERCIAL CONSTRUCTION 2017FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER

• Suppliers should focus on contractors and the AEBC community with education and promotion efforts.• Key influencers for contractors is their own peer group, driven by the fact that contractors are expected to

know products and the local codes.

• AEBCs rely on contractors and fellow AEBCs equally when making product decisions.

3. Primary product selection influencers

Contractors

Architects, Engineers and Building Consultants (AEBC)

WATERPROOFING IN COMMERCIAL CONSTRUCTION 2017FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER

principiaconsulting.com• Property owners overwhelmingly look to contractors – both general and waterproofing specialty

contractors – for their product recommendations when considering options for product selection.

• A well-educated contractor is critical and key to influencing property owners in waterproofing product selection.

4. Property owners’ primary influencers on product selection

Principia is a leading research and consulting firm focused exclusively on the building materials and construction industry. For over 20 years, senior executives have trusted Principia for information, analytics and insights essential for better decision-making, faster growth, and greater profitability.

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