european architectural barometer · the european architectural barometer will provide you with need...
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Our proposal for your company
European Architectural Barometerhttps://www.usp-mc.nl/en/
Why the European Architectural Barometer?
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• Key trends like BIM, prefab, changes in
DMU, changing role of the architect, and
many more are shaping the market.
Knowing where, how and when these
trends become relevant is key market
intelligence input for strategic decision
making.
• The European Architectural Barometer
follows trends in all 8 countries covered
by the research.
• Each quarter a key trend will be
investigated and reported. Results are
split on a country level.
• Marketing/market research budgets will
not allow running a dedicated market
research for each trend in the market.
The European Architectural Barometer
will provide you with need to know
information against relatively low
costs.
• The European Architectural Barometer is
a co-makership between our clients and
USP. Together we decide which trends to
investigate.
• The way architects are getting
information is changing rapidly.
Digitalization, the changing DMU and
the way how they orientate is
changing. This trend makes pull
marketing much more important. In order
to do pull marketing, it’s vital to know your
target group.
• The European Architectural Barometer
provides key information on how
architects orientate themselves, how
digital they are, BIM usage, prefab and
much more. Information which is vital for
a good marketing strategy and essential
for internal discussions.
• Trends and themes will be repeated in 1,2
or 3 year intervals. This way, trendlines
and predictions can be made.
• A lot of information can be found on
building volumes or the construction
industry as a whole, however specific
information on the architectural market is
hard to find. The European Architectural
Barometer provides just that.
• It is always hard to compare different
types of research with different types of
methodology. Especially if you want to
have a country by country comparison.
Trends will not be the same or develop at
the same rate in the different countries.
• The European Architectural Barometer is
conducted in 8 countries with the
same methodology and questionnaire
(small local differences aside and in the
native language) making the results highly
comparable.
• Not only the trends can be compared
country by country, but also the order
book & turnover developments from
architects. This information is highly
valuable to asses market conditions and
sales feedback.
• The report has, when relevant, also a
European perspective, but always with
results split per country as well.
Dynamic Market Conditions Understanding the Architects Comparable Results
Research factsheet
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Creating a better understanding of the architects & their behavior
Tracking the economical development from architects (turnover & orderbook)
Providing need to know information on marketing topics like BIM, prefab, brand position, changing role of the DMU etc.(each quarter a different topic is investigated)
Research objectives
Planning & Process each quarter
Draft questionnaire
Final questionnaire Fieldwork,
analysis, reporting
Report available
each quarter
MethodologyQuantitative phone research
200 interviews in France, Germany, Italy, Poland, Spain and the UK; 150 interviews in the Netherlands and 100 interviews in Belgium
1,450 interviews per quarter
Target group
Architects
Countries
Research topics 2018
Q1 2018: Media orientation & consumption
Q2 2018: Trends in material usage
Q3 2018: Prefab
Q4 2018: Circular building & sustainability
Yearly subscription fee: €6,000
Includes:
• 4 quarterly reports per year
• Possibility to give your input and feedback on the questionnaire
Research topics 2019
Q1 2019: Architects influence on the construction process
Q2 2019: Labour shortage and its consequences
Q3 2019: Future of prefab (3D)
Q4 2019: Building information modelling
What to expect from the report
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Example: Future construction volumes
What to expect from the report
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Example: Orderbook and turnover developments
Development of order book
Increase of more than 5% Increase of 0-5% Remains the same (0%)
Decrease of 0-5% Decrease of more than 5%
Based on previous quarter
Rolling Order book Barometer (based on Q4 2008)
-900
-700
-500
-300
-100
100
300
500
700
900
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Q1
'09
Q1
'10
Q1
'11
Q1
'12
Q1
'13
Q1
'14
Q1
'15
Q1
'16
Q1
'17
Q1
'18
Expecting empty order book in 12 months
0%
10%
20%
30%
40%
50%
60%
Q1
'09
Q1
'10
Q1
'11
Q1
'12
Q1
'13
Q1
'14
Q1
'15
Q1
'16
Q1
'17
Q1
'18
EU SP
• Spanish construction industry is booming and Spanish architects currently have enough work. The number of architects experiencing decreasing order books have shrunk to a
very low number and the Rolling Order Book Barometer, although still negative, is showing a nice evolution since 2014.
• The number of architects expecting an empty order book is diminishing and since the end of 2016 it has stabilized at its lowest point since 2010.
Top 5 industry leaders
Manufacturer
Top 5 industry leaders
Manufacturer
What to expect from the report
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Example: theme part love brands (Leaders in construction industry)
Top 5 industry leaders
Manufacturer
Top 5 industry leaders
Manufacturer
▪ In all countries but Spain VELUX is in the top 5 of industry leaders mentioned by architects. Next to VELUX brands as Wienerberger and Knauf Insulation, and to a lesser extent Saint-Gobain,
are mentioned in multiple countries.
▪ In the UK Kingspan stands out as leader in the construction sector.
▪ Furthermore it is remarkable that Dutch and Polish architects in general could mention less brands when they were asked about a leader in the sector. In the Netherlands app. 70% could not
mention a leader in the sector, in Poland half of the architects couldn’t.
40%
10%
10%
8%
7%
30%
24%
10%
9%
6%
34%
29%
4%
2%
2%
42%
19%
14%
9%
4%
Which manufacturers do you consider to be leaders in the construction industry?
When BIM is used:
Projects in which BIM is used: 8%
(2015: 5%)
Turnover from BIM projects: 61% (2015:
43%)
Top 5 software used in BIM
projectsFeatures of BIM used
37%
24%
22%
15%
5%
What to expect from the report
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Example: theme part “Building Information Modeling (BIM)”
Familiarity with BIM and usage of BIM
The United Kingdom Germany
When BIM is used:
Projects in which BIM is used: 19%
(2015: 16%)
Turnover from BIM projects: 60% (2015:
44%)
Top 5 software used in BIM
projectsFeatures of BIM used
67%
23%
21%
12%
8%
▪ The amount of BIM users in the UK and Germany remained stable, but the turnover from BIM projects increased with more or less 20% in both
countries. BIM is most often used for 3D visualisation and 2D drawing.
99% 95%
69% 65%
29% 37% 28%12%
2D
Dra
win
g
3D
Vis
ualis
atio
n
De
sig
n e
rrors
Exch
an
ge
info
Pla
nR
esou
rce
s
Extra
ana
lysis
4D
pla
nn
ing
5D
costs
66%83%
39%20%
54%
20%34%
17%
2D
Dra
win
g
3D
Vis
ualis
atio
n
De
sig
n e
rrors
Exch
an
ge
info
Pla
nR
esou
rce
s
Extra
ana
lysis
4D
pla
nn
ing
5D
costs
34
36
38
66
64
62
2013
2015
2017
BIM user Not BIM user
13
15
21
87
85
79
2013
2015
2017
BIM user Not BIM user
What to expect from the report
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Example: theme part “Sustainable construction”
Demand and implementation sustainability within each segment
Italy Netherlands
Sustainability actually taken into account
▪ In Italy only 35% of the principals ask for sustainability, but architects take sustainability into account in app. half of their projects
▪ In the Netherlands sustainability is more taken into account in new-build projects
Sustainability asked for by principal
per segment
New-build
19%
Renovation
19%
Residential
19%
Non-residential
17%
New-build
54%
Renovation
52%
Residential
56%
Non-residential
47%
Sustainability actually taken into account
Sustainability asked for by principal
per segment
New-build
42%
Renovation
36%
Residential
39%
Non-residential
32%
New-build
76%
Renovation
63%
Residential
68%
Non-residential
65%
Note: % of projects per segment where principals ask for sustainable materials/buildings
and the % of projects per segment where sustainability is actually taken into account
Topics & pricing
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Topics
• Q1: Media Orientation
• Q2: Trends in material usage
• Q3: Future of Prefab
• Q4: Circular building & sustainability
Topics
• Q1: Architects influence on the
construction process
• Q2: Labour shortage and its
consequences
• Q3: Future of prefab (3D)
• Q4: Building Information Modelling
Pricing
• Annual subscription fee of 6,000 Euro per year.
• Delivery of 4 reports per subscription year covering
all 8 countries.
• Input on topic choice and questionnaire.
• Single reports available for 1,750 Euro
2018 2019 €
Topics
20182017
• Q1 Love brands
• Q2 Future role of architects
• Q3 Sustainability
• Q4 Building Information Modelling
A selection of our subscribers
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For questions and more information
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Jan-Paul Schop
Managing Director
+31 6 55786342
Jeroen de Gruijl
Project manager Arch Vision
+31 6 83979041
Dirk Hoogenboom
Research Consultant
+31 6 52098924
© 1 February, 2018 USP Marketing Consultancy B.V.
The information in this publication is strictly confidential and all relevant copyrights,
database rights and other (intellectual) property rights are explicitly reserved.
No part of this publication may be reproduced and/or published without the prior written
permission of USP Marketing Consultancy B.V.
Max Euwelaan 51
3062 MA Rotterdam
+31-10-2066900
https://www.usp-mc.nl/en/
USP in Figures
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USP Marketing Consultancy
Total
70
Head office Subsidiary
Rotterdam Düsseldorf
Consultants
Research AnalystsProject managers
Market specialist installation, construction and DIY from the start
Dedicated and multi-client research
Active in the market for over 25 years
220 dedicated market research projectsin 2017
Revenue distribution
turnover coming from international projects
70%
turnover coming from dedicated market
research, 10% from multi client
90%
turnover coming from B2B, 30% B2C
70%
focus groups in-depth interviews
82 1.102
B2B CATI interviews
B2C online interviews
57.881 57.250
Research in
39countries in 2017
What we do
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Dedicated market research
Examples Dedicated market research
• Tailor made
• Driven by your information needs
• Advice & consultancy based on facts and over 25 years of experience in the industry
• Worldwide coverage
• B2B, B2C, qualitative and quantitative research or a combination of both
• Within our market specialisation, all types of researches can be conducted
• Targeting the right audience, with the right questions at the right time.
Segmentation Customerjourney
Branding Concept/product research
Customersatisfaction
Trends Distributionresearch
Marketexploration
Pricing Marketsize
USP’s of USP
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Deep knowledge of the
industry
Experienced in qualitative
and quantitave market
research
Dedicated market
research both B2B and
B2C
Market specialist for the
construction, DIY and
installation market for
over 25 years
Strong network of
partners covering all
major countries in the
world
Ability to conduct
research in multiple
countries at the same
time
Multi client reports
covering installers,
contractors, painters,
consumers and architects
Fact based consultancy
Dedication, honesty and
love for the industry
Ability to target all
relevant stakeholders in
the construction and DIY
markets
Deep knowledge of the
industry
Experienced in qualitative
and quantitave market
research
Dedicated market
research both B2B and
B2C
Market specialist for the
construction, DIY and
installation market for
over 25 years
Strong network of
partners covering all
major countries in the
world
Ability to conduct
research in multiple
countries at the same
time
Multi client reports
covering installers,
contractors, painters,
consumers and architects
Dedication, honesty and
love for the industry
Ability to target all
relevant stakeholders in
the construction and DIY
markets
