Case study: Polypipe Terrain
Understanding the information needs of specifiers
The challenge
The Marketing Team at Polypipe Building Services asked Eureka to conduct research into how professionals in commercial drainage specification roles use information and media channels in their jobs.
To gain a wide range of perspectives from across the UK supply chain, the target audiences were Senior Consultant PH Engineers, M&E Contractors and Main Contractors in the Construction industry – notoriously a challenging group to engage.
The solution
The best way to get a detailed picture of ‘real-life’ behaviour was to set up a programme of qualitative in-depth interviews. Qualitative interviews are an ideal methodology in this sector because:
- Stakeholders are time poor and not inclined to take part in an online quantitative survey,
- Following a semi-structured topic guide as an underlying framework, the researcher can delve into and explore topics of specific interest,
- A good way to get an understanding of complex building and infrastructure projects,
- Excellent for building trust and rapport with the respondent and business more widely,
- Face to face appointments allow more sensitive issues around procurement or suppliers to be discussed more openly.
Sarah Trott, Polypipe Building Services
Sarah Trott, Polypipe Building Services
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