Technical literature in the insulation industry

Business challenge

A global insulation manufacturer wanted to understand the way in which their marketing literature was perceived by potential specifiers. Additionally, they also wished to understand what the specifier journey was, and which pieces of literature were appropriate at which stage.

Our approach

We used a two-stage approach, starting with qualitative depth interviews with 6 different specifiers, providing an insight into what they wanted from technical literature as well as what the common pain points were.
We then conducted CATI interviews with a sample of 75 architects/ quantity surveyors, taking them through the specifying journey and seeing what information they required and expected at each stage of the process. We were also able to assess how the client’s literature stacked up against other manufacturer’s literature.


Through this research we were able to identify opportunities to improve the literature further. We also found that different specifiers had different needs from literature as they entered the process at different stages.