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.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with wider marketing or business goals - Audience (10 points)
Understanding of the target audience and how insight improves knowledge of their needs and behaviours - Innovative and creative (10 points)
The extent to which insight is applied in an innovative, creative, or original way - Cost effective (10 points)
Efficient use of research methods and resources, demonstrating value for money - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Defined a clear marketing challenge or opportunity requiring deeper insight
• Demonstrated how research or insight supports wider marketing or business goals
Audience
• Deepened understanding of target audiences such as architects, contractors, developers, installers, or end users
• Demonstrated how insight informed audience segmentation, needs, or behaviours
Innovative and creative
• Applied research or insight in a distinctive or insightful way
• Demonstrated creativity in how insight informed positioning, messaging, or strategy
Cost effective
• Demonstrated efficient use of research methods, tools, or data sources
• Delivered strong value relative to investment
Measurably achieved
• Provided clear evidence of improved marketing effectiveness, audience engagement, or commercial outcomes
• Demonstrated how insight directly informed decisions and improved performance
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.
