Why Market Research Goes Far in Home Improvement

Home improvement isn’t an everyday purchase. People don’t casually replace their floors or install new cabinets on a whim. These decisions take time, research and often a fair amount of stress. Whether you’re a manufacturer, wholesaler or retailer, you’re dealing with a customer base that needs guidance, reassurance and clear information before making a purchase.

And it’s no longer just large contractors. Nowadays, there’s a growing market of semi-professionals, handymen and ambitious DIYers who are shaping demand. At the same time, even though online shopping has transformed many industries, home improvement remains a largely traditional sector. Many purchases still happen in physical stores, customers rely on professional recommendations, and buying the wrong product can have expensive consequences.

So how do businesses keep up with these shifts? By listening to the market. Here’s what that means exactly and how to do it properly.

Who’s Really Buying? 

Unlike grocery or clothing shoppers, home improvement customers aren’t really buying products on a regular basis. They don’t have go-to brands the same way someone might have a favorite coffee. Instead, they’re often shopping for a very specific project, with limited knowledge and a lot of uncertainty.

What makes them different?

• They’re not experts. Many homeowners don’t know the difference between types of paint finishes, which drill bit they need or how to measure for flooring. The ones that do, still rely on recommendations, and it’ll most likely come from online research, store staff or professionals.
• They take their time. A home improvement purchase can take weeks or even months from initial research to final purchase. Buyers compare prices, read reviews, simulate in 3D, scroll for inspiration, making sure they’re making the right decision.
• They expect guidance. Whether online or in-store, they want help… through easy-to-understand product descriptions, tutorials or knowledgeable sales associates.

How Businesses Can Adapt

Create relevant content

Buyers are searching for guidance. So provide it. Step-by-step guides, video tutorials and clear product descriptions can make a huge difference. A simple “how-to” blog or video on installation or product comparisons can answer customer questions before they even step into a store.

Look at online surveys and customer feedback

Why do customers abandon carts online? Why do they hesitate to buy? What are they happy with? What could’ve been better? What’s working for them? Ask. Run surveys after purchases to understand what helped them decide and what almost stopped them.

Improve in-store and website navigation

If customers can’t find what they need, they’ll go elsewhere. Use heatmaps and eye-tracking studies on your website to see where people are clicking and where they lose interest.

Handymen and Semi-Professionals Are a Growing Market

Once, home improvement brands focused almost entirely on contractors and large-scale construction firms. But that’s no longer enough. There’s a rising group of handymen, part-time pros, skilled DIYers, deft friends and family members who aren’t just fixing their own homes but helping others, too.

These buyers have different needs than full-time contractors. They’re skilled but not formally trained. They know how to use tools but may need extra support with technical details. They care about cost, but also need quality. They’re looking for products that last but don’t come with the premium price tag that contractors can justify. They need convenience. They don’t have supplier accounts or access to bulk discounts like contractors, so they’re looking for businesses that make it easier to shop.

How to Reach Them

Direct Outreach

Handymen aren’t scrolling through ads. Direct phone calls, interviews and industry-specific research are most effective ways to understand their needs. 

Offer a Balance of Quality and Affordability

This group doesn’t want cheap, disposable tools, but they also can’t justify paying contractor-level prices. Get a read on how price points reflect product features, see where the compromise lies and what the sweet spot is.

Simplify the Buying Process

Can you offer bundled kits or discounts for more common or connected handyman projects? Some are looking to provide subscription services for frequently used supplies. Do you allow for financing options that could help semi-professionals manage costs? All these will help you touch base. 

How Technology Is Changing Home Improvement

Even though people still make most purchases in-store, they do their homework online. The days of walking into a store without a clue and taking the first product that maybe, kind of, seems most okay. Customers are smarter and more informed than ever. Here’s what you can learn from that.

Key Digital Trends in Home Improvement

Online research before purchase

We’ve already said, most customers check reviews, watch how-tos and compare prices before setting foot in a store. If your product descriptions, tutorials or customer testimonials are missing, you’re losing potential sales before they even get to their cart.

Advanced tracking of customer behavior

Tools like eye-tracking, website heatmaps and A/B testing can reveal where customers get confused, what keeps them engaged and what leads them to make a purchase.

Apps and digital solutions are making shopping easier

Augmented reality (AR) tools let customers visualize flooring, paint colors, or fixtures before buying. Smart apps connect homeowners with professionals, making it easier to get advice, book services and buy recommended products.

How Businesses Can Adapt

Make online content as available as possible. Offer downloadable guides, detailed FAQs and easy-to-follow installation videos. Track and improve your digital experience. If customers are abandoning carts or bouncing from your site quickly, figure out why through A/B testing and analytics. Invest in digital tools and consider partnerships with home improvement apps or creating interactive tools that enhance the buying experience.

Conclusion

Home improvement is a delicate sector where gut feelings don’t work. If you want to stock what sells, offer what customers need and communicate in a way that actually resonates – no matter the customer profile – you need a deep understanding of the sector. And that means knowing what clients want, how they shop and what stops them from buying. 

If you’re still relying on assumptions – whether it’s that granite countertops are still a “must-have” or that everyone is going to go for a farmhouse sink – you’re missing the mark. So ask yourself – are you actively learning what your customers need for their homes or are you hoping they’ll just buy whatever you push? Only one of these answers work long-term.