Background

A prominent European timber products manufacturer sought to expand their market presence in the UK with an improved board product. Their existing products were high margin but low volume, and they aimed to determine whether this new product could transition from a niche to a mainstream offering.

They wanted confirmation of size of the market and needed to understand the market’s commercial appetite, pain points, and use cases. Preliminary interest had been shown by discrete groups, but a comprehensive market assessment was necessary to plan investment and go-to-market strategy.

Approach

We conducted over 80 interviews across various construction segments to gather detailed market insights. Our approach focused on identifying areas of opportunity, such as retrofit, new build, and temporary structures. We evaluated the potential use cases for the client’s product, including walls, floors, ceilings, and free-standing applications.

By analysing industry reports and cross-referencing interview data, we developed insights into market size, pain points, and key decision-makers. We used this comprehensive research to map out the market landscape and identify niches where the client’s product could gain traction.

Outcome

We were able to share the overall market size and a series of niches where this product may be attractive. We provided detailed recommendations around how to target buyers in these markets including identifying specific stakeholders and attractive messaging.

This equipped the client to make decisions around investing further in this product