This award recognises the most effective use of customer or market insight to shape marketing strategy, inform decision-making, or improve campaign performance within the construction and built environment sector.
Entries should demonstrate how research or insight was used to:
- Deepen understanding of target audiences — such as architects, contractors, developers, installers, or end users
- Influence product positioning, messaging, channel selection, or creative direction
- Support business decisions related to brand development, customer journey optimisation, or service design
- Drive measurable improvements in marketing effectiveness, audience engagement, or commercial outcomes
Insight may be generated through a variety of methods, including qualitative and quantitative research, persona development, customer interviews, usage data, post-occupancy evaluation, social listening, or behavioural analysis.
Industry-specific examples might include:
- Conducting focus groups with architects to refine messaging for a new façade system
- Using specifier behaviour data to guide the development of digital content and CPD resources
- Analysing installer feedback to improve product packaging, support materials, or training offers
- Running audience segmentation research to reposition a brand targeting social housing providers
- Surveying developers to test the appeal of new sustainability-led features or materials
Judges will be looking for a clear link between the insight gathered, the decisions made as a result, and the impact achieved. Strong entries will demonstrate how insight added real strategic value and improved marketing outcomes.
