01
Client context
The brand had good product quality but low specification rates on large projects.
02
Business challenge
The company engaged contractors but had limited relationships with architects and consultants who specified products.
03
Research objective & questions
Map the specification and purchase process and identify how to increase specification on projects.
- Who specifies, approves and purchases materials on projects?
- Which criteria drive specification?
- How do contractors substitute specified products?
- Which content and tools do specifiers use?
04
Methodology & approach
- Architect and consultant interviews
- Specification behaviour and information needs.
- Contractor interviews
- Purchase and substitution decisions.
- Developer interviews
- Project owner priorities.
- Specifier survey
- Brand awareness and selection criteria.
05
Sample & geography
- ~20 specifier interviews
- ~20 contractor interviews
- ~150 survey responses
- Geography — India (metro cities)
06
Key findings
- Specification happened early in design, before the brand typically engaged.
- Technical data and certifications drove specifier confidence.
- Contractors substituted when availability or price was uncertain.
- Specifiers relied on digital product libraries.
07
Business implications
- Engage architects at concept design stage.
- Publish complete technical and certification data digitally.
- Ensure project-level supply commitments to prevent substitution.
08
Outcome
The brand received a specification journey map and a specifier engagement programme.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.