Behavioural segmentation and media usage report 2023

Professional handymen are an important target group in building construction, but because they are part of such a broadly defined population, the professional handyman is hard to define and reach out to. As a result, professional handymen are a rarely researched target group, and very little is known about their business and behaviour. This monitor aims to solve that by profiling the professional handyman.

This report will provide  solid and clear behavioral segmentation of the European handyman, categorizing them into various sub groups. Furthermore, the report also covers the orientation behavior of the handyman. Those details will be most beneficial to marketing departments, sales departments, and product development teams. These insights will be particularly valuable for manufacturers and wholesalers targeting this group, and with this information, they can optimize their business strategies. Furthermore, understanding handymen’s behaviour and preferences will facilitate fact-based internal discussions without the need for custom research.

This report is based on 1.333 successful quantitative telephone interviews with handymen, conducted in their native language in Spain, Italy, France, the Netherlands, the UK, Germany, and Poland. The report is built upon a representative sample of handymen from companies with a maximum of 4 full-time employees (including the owner) who are involved in at least 3 building construction activities. This research is conducted annually, with the reports covering various key marketing topics.

The primary focus of this research is to provide key insights into who the European handymen are. The report examines handymen’s professional behaviour and determines whether they tend to lean toward traditional media or if it is common for them to use digital media in their work. It highlights key differences among the seven European countries covered and provides detailed insights. The report also includes a comprehensive profile of handymen. If your target audience includes handymen, this report can help you develop a more precise strategy and sharpen your approach toward this group.

What is the average age of European handymen?
How many years of experience do European handymen typically have?
What are the typical projects that European handymen are usually booked for?
What are the four typical groups of handymen based on behavioral segmentation determined by this study, and what are their characteristics?
Do handymen care about environmentally friendly products?
What are the most common purchase points among European handymen?
Do handymen care about the latest products, and what is more important to them: the price or quality of the products?
How do handymen use digital media?

1. Management summary
2. Profile of the handymen 
3. Professional behaviour 
4. Buying behaviour 
5. Orientation behaviour and media usage