Category evaluation: How to ‘win through specification’ for a leading player in the UK construction industry
The challenge
Following changes to legislation in the UK, Knauf, a leading manufacturer of insulation, wanted to focus on how they could increase specification of their products amongst Architects, Contractors and Installers on commercial building projects.
Design
We used a blended approach of stakeholder workshops, qualitative depth interviews and quantitative surveys to create a ‘Jobs To Be Done’ framework, which the client team would use as a base for future strategy in the UK.
Inspiration & Growth
The framework has been used to refocus activities on stakeholder needs and to help prioritise areas that will build contract volume. The client’s creative partner is also using the findings as the basis for their marcomms development.
More case studies
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and brand health
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