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European Architectual Barometer · DMU, changing role of the architect, and many more are shaping...

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Our proposal for your company European Architectual Barometer
Transcript

Our proposal for your company

European Architectual Barometer

Why the European Architectural Barometer?

2

• 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

3

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

Methodology

Quantitative phone research(200 interviews per country

1,600 interviews per quarter

Target group

Architects

Countries

Research topics 2018

What to expect from the report

4

Example: Future construction volumes

What to expect from the report

5

Example: Orderbook and turnover developments

Expecting empty order book in 12 months Development of order book

0%

10%

20%

30%

40%

50%

Q1

'09

Q1

'10

Q1

'11

Q1

'12

Q1

'13

Q1

'14

Q1

'15

Q1

'16

Q1

'17

No fear for set-back in most stable sector of Europe

▪ Growth figures in the German construction market might not be spectacular, but the German market has proved itself to be one of the most steady markets in the European construction sector.

And still Germany remains the engine of European construction. There is a very positive sentiment among architects as their order books remain full and their order book development is very

positive quarter on quarter.

▪ Most indicators show a clear positive sentiment in Q4, which leads to positive predictions for next years. The German construction sector is expected to grow by 3.4% in 2018 and 3.6% in 2019.

Based on previous quarter Based on Q4 2008

Increase of more than 5%

Increase of 0-5%

Remains the same (0%)

Decrease of 0-5%

Decrease of more than 5%

Rolling Order book Barometer

Based on previous quarter Based on Q4 2008

Increase of more than 5%

Increase of 0-5%

Remains the same (0%)

Decrease of 0-5%

Decrease of more than 5%

Rolling Order book Barometer

-550

-450

-350

-250

-150

-50

50

150

250

350

450

550

-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

Building volumes

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

- 3.0% 5.0% 6.3% 1.2% 1.3% 2.2% 1.7% 2.4% 3.4% 3.6%

€ 216 € 222 € 234 € 249 € 252 € 255 € 261 € 266 € 272 € 281 € 286

Top 5 industry leaders

Manufacturer

Top 5 industry leaders

Manufacturer

What to expect from the report

6

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

7

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

8

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

9

Topics

• Q1: Love Brands

• Q2: Future role of Architects

• Q3: Sustainable Construction

• Q4: Building information Modeling

Topics

• Q1: Media Orientation & Consumption

• Q2: Trends in material usage

• Q3: Future of prefab

• Q4: To be discussed later

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

2017 2018 €

A selection of our subscribers

10

For questions and more information

11

Jan-Paul Schop

Managing Director

[email protected]

+31 6 55786342

Jeroen de Gruijl

Project manager Arch Vision

[email protected]

+31 6 83979041

Dirk Hoogenboom

Research Consultant

[email protected]

+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

[email protected]

https://www.usp-mc.nl/en/

USP in Figures

12

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

13

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

14

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


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