Why Understanding Specifier Behaviour is Critical to Building Product Success
Why Understanding Specifier Behaviour is Critical to Building Product Success
In the construction sector, manufacturers and suppliers often invest heavily in product development, testing and certification – yet overlook the importance of understanding how and why specifiers make decisions.
While price, performance and compliance all play crucial roles, the reality is that perception, trust and specification habits often drive final choices. Without a clear picture of these factors, it’s easy to misjudge the market and lose out on valuable opportunities.
At Leading Edge, we work with manufacturers and service providers across the UK construction industry to uncover exactly what shapes specifier behaviour. From our experience, here are some of the key reasons why evidence-based insight can make such a difference.
Specification is a Complex Process
Unlike straightforward purchases, specification is influenced by multiple parties – architects, consultants, contractors, and sometimes end clients. Each group has its own priorities: aesthetics, compliance, maintenance, sustainability credentials, or simply previous experience with a product.
For example, a manufacturer of commercial doors assumed price was the primary barrier to wider adoption. Our research found that many specifiers actually perceived the product as too specialised and difficult to source quickly. By addressing these perceptions in marketing materials and distributor training, the client saw a measurable increase in project specifications within six months.
Perceptions Drive Choices as Much as Facts
Specifiers often have a mental shortlist of brands they trust. Even technically equivalent products can struggle to gain traction if they lack familiarity or perceived reliability.
Independent research helps identify these hidden barriers. In some cases, it reveals opportunities to reposition a product’s benefits, refine messaging, or focus sales resources on the most receptive segments.
Trends Are Shifting Rapidly
Sustainability, digital design tools and Modern Methods of Construction (MMC) are all reshaping how specifications are made.
Many specifiers now expect detailed environmental data, BIM objects and evidence of supply chain resilience. Businesses that understand these evolving expectations are better positioned to stand out and support specifiers effectively.
Where to Start
Even a small-scale research project can yield powerful insights. Common approaches include:
Telephone interviews with architects and consultants to understand current perceptions, unmet needs and brand awareness
Online surveys targeting specifiers in specific sectors or regions
Competitor benchmarking to highlight strengths and gaps in your positioning
By investing time in understanding specifiers, manufacturers can ensure their marketing, technical support and sales strategies are based on real evidence – not assumptions.
Author bio:
Elly Cousin is a Director at Leading Edge, a UK-based market research consultancy working with contractors, construction product manufacturers, service providers and trade associations.
We help clients gain clarity on their market, customers and competitors.
