SPECIF IER INS IGHTSResearch on the behaviour and preferences of New Zealand architectural professionals in relation to product selection

2016

MATTHEW DUDERManaging Director

matthew@eboss.co.nz

+64 9 551 6902

+64 21 675 960

ABOUT EBOSSEBOSS is an online library of architectural products from 227 of New Zealand’s leading product suppliers. It is used by an active audience of over 31,000 architectural, design and construction professionals.

www.eboss.co.nz

CONTENTS

02

04

06EXECUT IVE SUMMARY

SPEC I F I ERS

WHO WE SURVEYED— Number of years in business

— Number of people employed

— Geographical breakdown

WHAT ’S IMPORTANT TO SPEC I F I ERS— Most important

product attributes

— Most important

service attributes

— Importance of information

when researching a product

— Most helpful information

sources

— Performance based third party

assessments and information

— Environmental third party

assessments and information

14I N FORMAT ION SOURCES— Website features

— Online databases

— Email newsletter readership

— Magazine readership

18PROJECT SPEC I F ICAT ION— Specification follow up

— Tools used for project

specification

Note: The ratings in some of the stacked bar charts may not add to 100%. This is due to rounding.

Each year EBOSS builds on our knowledge by conducting

a survey of specifiers, gaining insights into their habits and

preferences and the emerging trends in specification. This

report presents and analyses the findings from the 2016

Specifier Insights Survey conducted in October 2015.

The New Zealand building industry continues to be in a state

of growth. This is fuelled largely by the high demand for housing

in Auckland and the extra resources needed for the Christchurch

rebuild. The growth in these two regions also means specifiers

from other parts of New Zealand are now working on Auckland

and Christchurch projects. With an increasingly busy workload

and Government regulations putting additional liability and

pressure on building professions, specifiers are more likely to

choose products with a proven track record or those they are

familiar with. Therefore now more than ever, suppliers need

to differentiate themselves from competitors and make it

straightforward and simple for their products to be specified.

The 2016 Specifier Insights Survey provides a clear picture of

the different specifier groups working in the industry, with a

cross section of architects and architectural designers from

a range of practices responding. Over half of all specifiers

surveyed work in practices with fewer than five employees and

it is architectural designers who are significantly more likely than

architects to fall into this category. Businesses need to identify

resource-efficient ways to communicate with the large number

of specifiers working in smaller practices. Industry events and

EBOSS newsletters are both effective channels for targeting

a large number of smaller practices at one time.

Our research shows that when choosing between products,

specifiers look for high-quality products that meet the client’s

needs, are designed for the New Zealand Building Code (NZBC)

and are recognised by councils. However, the attributes that

specifiers say they value most, relate to service. They want to

deal with suppliers who simplify the specification process by

having all technical information available and easily accessed.

Respondents also say access to technical support is crucial

— through both a website and a technical helpline. Suppliers

must ensure specifiers know what number to call by including

details on their website and in any advertising collateral or

written communications.

EXECUT IVE SUMMARY EBOSS OCCUPIES A UNIQUE POSITION IN THE INDUSTRY, UNDERSTANDING BOTH THE NEEDS OF SPECIFIERS, AND IN TURN, HOW SUPPLIERS CAN HELP ENSURE THE CORRECT AND CONTINUED SPECIFICATION OF THEIR PRODUCTS.

EBOSS SPECIFIER INSIGHTS 2016 — 02

Technical support staff need to have both expert product

knowledge and a clear understanding of the wider industry

and issues relevant to the supplier’s products.

While established suppliers, whose products have a proven track

record, will certainly be in the consideration set, to get specified

ahead of competitors these products must also have high-quality

supporting technical literature, including reference to NZBC

performance requirements and appraisals such as BRANZ

and CodeMark, where applicable.

Technical drawings that can be downloaded and inserted into

specifications are also highly valued. Specifiers say downloadable

CAD and BIM files are the most helpful information source as they

save time and provide specifiers with confidence they are using

the most up-to-date and accurate drawings. Technical manuals

are also viewed as key information sources, however websites are

seen as more reliable meaning it is critical to keep your website

up to date.

Over 80% of specifiers say online product libraries such as

EBOSS are extremely or very helpful. Similarly, online publications

are preferred over hard copy magazines. EBOSSNOW and

EBOSS Detailed both have higher readership than company

specific emails sent to specifiers, and also outperform the most

popular hard copy trade magazines. Suppliers should look

for opportunities to provide relevant content for these online

publications and libraries.

To minimise the potential for issues post build, suppliers need

to actively encourage specifiers to check specifications are

adhered to. Currently only 18% of specifiers say they always

follow-up to check specifications are adhered to, yet 63% of

builders say they sometimes or often substitute products at the

construction stage. Suppliers also need to look for ways to ensure

specified products are not substituted. One way suppliers can

do this is to clearly differentiate their products from those of their

competitors or to make a product part of a unique system or

construction method.

It is clear from this research that specifiers place high value

on being able to access up-to-date and easy-to-use technical

information. Specifiers tend to stick with proven products so are

unlikely to switch if the proven products they use are also well

supported. Suppliers who not only provide quality products that

meet the client’s needs but also support these products with

both product literature and technical support will be the products

and systems more likely to be specified when there is a choice.

MATTHEW DUDER

MANAGING DIRECTOREBOSS

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