2Europe conducted this research for a global leader in building solutions, to help strengthen its understanding of brand performance and customer decision-making across the UK market. The study reflects 2Europe’s ability to deliver robust, mixed-method insights that drive strategic brand growth, clarify market positioning, and align internal teams around evidence-based decisions.
Project Overview
The client sought to better understand how its UK-based brands performed in comparison to competitors, while uncovering what motivated customers’ choices within the construction and building solutions market. The research was commissioned to 2Europe to provide a comprehensive, data-driven understanding of brand awareness, customer needs, and performance metrics across the portfolio. The results were intended to support brand strategy, marketing communications, and internal alignment around clear, actionable insights.
Project Objectives
The overarching aim was to evaluate and compare brand performance across the client’s key UK brands and leading competitors. Through this, the client wanted to make more informed, customer-centric strategic decisions. The specific objectives included:
- Identifying and understanding core customer segments within the UK building solutions market.
- Assessing brand awareness, perception, and positioning relative to competitors.
- Evaluating customer motivations and decision drivers influencing brand choice.
- Providing clarity for management teams to make evidence-based marketing and communication decisions.
- Enabling targeted, customer-focused brand messaging that differentiates each brand effectively.
Methodology
2Europe adopted a comprehensive mixed-methods approach, integrating both quantitative and qualitative research techniques to deliver a complete picture of brand performance and customer perception.
- Quantitative Research A nationwide online survey was conducted among current and potential customers of the client’s brands and their competitors. The quantitative data provided statistical robustness and detailed measurement of brand awareness, satisfaction, loyalty, and key purchase drivers. The sample was structured to represent the full diversity of the UK building solutions market, including variations by customer type, region, and sector.
- Qualitative Research To enrich the numerical data, 2Europe conducted a series of in-depth interviews and focus groups. These qualitative sessions explored perceptions of product quality, reliability, innovation, and brand reputation. The discussions provided essential context to the survey findings, revealing the emotional and functional associations customers held toward each brand and its competitors.
- Competitor Benchmarking 2Europe benchmarked the client’s brands against key competitors using a structured comparison of performance indicators and customer perceptions. This allowed the client to understand its relative strengths, weaknesses, and opportunities in the market.
- Collaboration and Communication Close collaboration between the client’s Brand Communications Manager and 2Europe’s senior research team ensured precise alignment with business objectives. Regular progress reviews, feedback loops, and iterative refinements were conducted to maintain clarity and responsiveness throughout the study. Despite pandemic-related delays, the project was completed to the client’s full satisfaction.
Outcomes
The study delivered comprehensive, actionable insights that advanced the client’s understanding of brand health, market position, and customer decision-making. Unlike traditional brand tracking, the research produced a clear, coherent framework for evaluating performance.
Key outcomes included:
- Enhanced clarity of brand performance – providing detailed benchmarking across awareness, trust, and relevance metrics.
- Identification of core customer segments – revealing distinct groups with differing needs and purchase motivations.
- Strategic insights for brand positioning – clarifying competitive differentiators and informing future brand strategies.
- Evidence-based decision-making – empowering leadership with credible, data-driven insights.
- Improved internal alignment – enabling consistent understanding and focus across marketing, sales, and management teams.
Benefits to the Client
This collaboration provided the client with a powerful foundation for future strategic planning and long-term brand development.
- Actionable insights for strategic planning – guiding marketing investment and resource prioritisation.
- Improved brand communication – ensuring messages resonate more effectively with target audiences.
- Strengthened competitive advantage – highlighting opportunities for differentiation in reliability, quality, and innovation.
- Greater decision-making confidence – delivering clarity that replaced assumption-based decision-making.
- Reinforced partnership – establishing 2Europe as a trusted long-term research partner capable of delivering high-value strategic insights.
- Organisational learning – embedding a culture of data-driven brand management across the client’s UK operations.
Conclusion
This project illustrates how 2Europe’s combination of quantitative rigour and qualitative depth can transform a client’s understanding of brand dynamics in a competitive market. The research delivered not only clear data but also strategic clarity and actionable direction, enabling the client to refine its brand positioning and marketing strategies with confidence. The partnership between the client and 2Europe was characterised by collaboration, transparency, and professionalism—producing insights that continue to guide the company’s strategic decisions today.
