Architect and specifier market research that shows who names the brand first.

Architect and specifier market research is the study of the people who choose a brand without buying the product, such as architects, engineers, consultants and contractors, and of where they create or lose brand pull. Specification happens before the order, when a project's drawings and schedules name the products to be used. Nextyn interviews specifiers, contractors and the distributors who fill their orders, with field presence in 85 countries, so a manufacturer sees where its brand is named and where it is swapped out.

A Nextyn architect and specifier study delivers three outputs: a map of the specifiers and influencers in the category, each influencer's role in the brand choice, and the points where brand pull is won or lost. Each output comes from interviews with the people who shape the specification, not from project databases:

• Influencer map: the architects, engineers, consultants and contractors who shape the choice
• Role in the choice: who names the brand, who approves it and who can swap it
• Win and loss points: the project stages where your brand is named or replaced

Nextyn interviews the five groups that shape a brand choice before the order: architects, engineers and consultants, contractors and installers, project owners, and the distributors who fill the order. The sample is matched to the category and project type, so a commercial building study and an infrastructure study each reach the right roles:

• Architects and interior designers who write specifications
• Structural, mechanical and electrical engineers and consultants
• Contractors and installers who accept or swap the specified brand
• Project owners and developers who approve substitutions
• Distributors who supply the order and suggest alternatives

Nextyn runs architect and specifier research in the United States, Canada and Germany, among other markets, with field presence in 85 countries and 50+ languages in-house. Markets are agreed at scoping and follow the projects the client is chasing, since specification habits and building codes differ from country to country. Recent Nextyn channel work includes interviews with importers, distributors and installers across the United States, Canada and Germany.

Nextyn recommends commissioning architect and specifier research before a product launch into projects, or when the brand keeps losing orders it was specified for. At that point the research shows who names the brand and where it is swapped out, while specification and marketing plans can still change. The study also earns its cost at three other moments: entering a new market, a competitor winning specifications on price, and a change in building codes or standards.

A Nextyn architect and specifier research project runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the category, the project types, the markets and the decision the research must settle.
2. Receive a plan within 48 hours: which specifiers and contractors Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where specifiers agree, where they conflict and what is still open.

Nextyn sends a research plan within 48 hours of receiving the brief, stating which specifiers and contractors will be interviewed, how, and what the work costs. The plan sets the fieldwork length for the markets and project types in scope, so a single-market study and a multi-market comparison each get their own timeline. Nothing is commissioned, and no fieldwork starts, until the client approves the plan.

Nextyn's architect and specifier research explains why a brand is named or swapped on projects, while a construction project database lists which projects exist and who is working on them. The database tells sales teams where to call, and the research tells them what will win the specification once they are in the room.