Construction Industry Studies in Poland

Construction market research encompasses projects covering building materials manufacturers, distributors (wholesalers, DIY chains), construction companies, architects, designers, and individual homebuilders or renovators. These studies analyze material preferences, decision-making processes, purchasing channels, product satisfaction, and construction brand image.

Poland’s construction market is one of the largest in Europe — the value of construction and assembly production exceeds 250 billion PLN, and the sector employs over half a million people. The building materials market is highly diverse — from cement and steel to intelligent building management systems (BMS). Key trends include: rising energy efficiency standards (EPBD directive), modular and prefabricated construction growth, construction process digitization (BIM — Building Information Modeling), and pressure toward sustainable materials.

Common construction research projects include: contractor brand and material preference studies (windows, heating systems, insulation), new building product concept testing, distribution channel analysis (wholesale vs. DIY chain vs. direct sales), homebuilding and renovation decision process analysis, construction brand image studies among professionals and consumers, interior finishing trend monitoring, and pricing research (willingness to pay, price sensitivity).

Methodologically, construction research requires differentiated approaches for two fundamentally different respondent groups: professionals (contractors, architects) and consumers (individual investors). Professionals prefer phone (CATI) or face-to-face (CAPI) interviews, have limited time availability, and value subject-matter expertise from the researcher. Consumers are accessible online (CAWI), but their building materials knowledge is often superficial. Effective research combines both perspectives — the professional recommends the material, but the investor makes the final decision and pays for it.

The challenge is seasonality — construction work concentrates in the spring-to-autumn period, and materials purchasing processes begin earlier. Contractor recruitment is difficult — they work on-site, have variable schedules, and are reluctant to devote time to surveys. That’s why successful construction research requires proven experience in reaching this specific audience.