Overview
In the competitive heating industry, product innovation relies on understanding both professional stakeholders and end users. Research with installers and homeowners helps uncover real-world experiences across installation, servicing, and day-to-day usage.
A leading UK boiler manufacturer commissioned a qualitative research study to explore these perspectives across two key audiences: certified installers and homeowners. Massive Wave Research was responsible for recruitment and fieldwork delivery, supporting the successful execution of this project across both B2B and consumer audiences.
Research Objectives
The primary objective of this mixed-method market research project was to understand how both professional installers and homeowners experience boiler products throughout their lifecycle. From installation and servicing to daily usage, the study explored where friction occurs and how products can be improved.
For the B2B research component, the focus was on installers and service engineers, examining their experiences with installation processes, maintenance challenges, and product reliability. For the consumer research component, the study explored how homeowners interact with their boilers, their understanding of features, and the factors influencing satisfaction. By combining stakeholder research with installers and consumer insights from homeowners, the client aimed to develop a more holistic view of product performance.
Methodology and Fieldwork Delivery
The research used a qualitative mixed-method approach, combining in-depth interviews (IDIs) and focus groups to capture both individual experiences and group dynamics. This methodology allowed for detailed exploration of technical challenges alongside broader discussions about expectations and preferences.
The study was conducted in the United Kingdom, focusing on both professional and consumer audiences. For the B2B sample, the research included 12 IDIs with installers and 7 focus group respondents. For the consumer sample, the research included 7 IDIs with homeowners and 7 focus group respondents. Each interview lasted approximately 90 minutes, while focus groups ran for 120 minutes, providing extensive qualitative depth.
Recruitment Challenges and Adaptive Approaches
Recruiting respondents for both audiences required different strategies. While homeowners were relatively easy to engage through traditional recruitment methods, reaching certified installers proved significantly more challenging due to their demanding schedules, particularly during the winter season.
To address this, the research team implemented a flexible and targeted recruitment strategy. Outreach efforts included engaging with small local businesses, leveraging specialist industry platforms, and participating in installer forums. A referral-based recruitment approach was also used to reach experienced professionals within trusted networks. To accommodate availability, evening focus groups were introduced, ensuring higher participation rates among installers.
High-Level Themes from the Research
While Massive Wave Research was responsible for fieldwork delivery, the study explored a number of themes across both audiences. Among installers, discussions often touched on factors such as ease of installation, servicing accessibility, and overall product usability.
Among homeowners, conversations highlighted aspects such as long-term performance, energy efficiency, and understanding of product features. Across both groups, there were indications of evolving expectations around usability and product design. These themes provided useful context for understanding how different audiences interact with heating products in real-world settings.
Outcome and Key Takeaway
Through effective recruitment and fieldwork management, Massive Wave Research supported the smooth delivery of a complex qualitative study involving both professional and consumer audiences. By ensuring access to hard-to-reach B2B participants, strong respondent engagement, and efficient coordination across multiple methodologies, the project was delivered successfully.
This project highlights the importance of robust recruitment and fieldwork execution when working with mixed audiences. Combining B2B and consumer recruitment requires flexible approaches, targeted sourcing strategies, and strong respondent management. Massive Wave Research’s ability to adapt recruitment strategies and manage complex fieldwork ensured the successful delivery of this study.
