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Traditional market. Rapid change. From AI to sustainability, electrical installers across Europe are adapting fast. So what really drives success today? It’s no longer just price — it’s support.

If you’re treating private labels as a universal growth lever, you’re doing it wrong. Our latest analysis shows: 👉 Private label share will stabilise (25–35%), not take over 👉 Growth is highly category-dependent 👉 The deciding factor is simple: cost of failure Smart players aren’t defending everything: Retailers: expand private labels where trust isn’t critical Manufacturers: double down on products that are hard to replace The battlefield isn’t brand vs. private label. It’s logic vs. emotion.

AI adoption is accelerating—even in the most traditional sectors. Our latest research shows that nearly 40% of European electrical installers are already using AI tools. But usage remains basic. Most rely on AI for product search, troubleshooting, and e-learning—far from its full commercial potential. This gap between adoption and impact is where the real opportunity lies. In our newest report, we explore how the market is evolving—from buying behaviour to service expectations, prefabrication, and sustainability. 👉 Want the full picture? Get in touch.

Market research via CATI, WAPI or hybrid? It depends on one thing: data quality. Online research works well in many markets, and we use it often. But in B2B construction and installation research, the reality is different. The right decision-makers are often not available in online panels. And when they are, they are not always the people who influence or decide on brand choice. That is why CATI is still often the strongest method in our market. After 35 years in B2B construction and installation research, we see four clear lessons: 1) Online response is low and still decreasing 2) Panels do not always reach the real decision-makers 3) Online is very useful for visual testing, especially in hybrid designs 4) The cost gap between CATI and WAPI is becoming smaller Recently, a client briefing for a large European project stated: “We expect this project to be possible only through CATI… hybrid online methods were tested before, but did not deliver enough installers online long-term.” That says a lot. At USP Marketing Consultancy, we do not push one methodology. If online works, we recommend online. If data quality is at risk, we advise hybrid or full CATI. Our strength is not the method. Our strength is reaching and convincing difficult B2B target groups, whatever method is needed.

Amsterdam, June. Global DIY-Summit. ☕️ I’ll be at the 12th Global DIY Summit next month, and I’m genuinely looking forward to the conversations that don’t happen on stage. Our sector is moving fast and the theme “Accelerating in a New Global Reality” feels very on point this year. The topics I’m especially keen to debate (over coffee or a walk between sessions): ➡️what data-driven and AI-powered retail actually means in practice ➡️where real growth opportunities still exist across markets ➡️how to build business models that are genuinely future‑proof, not just well‑packaged For me, these events are less about presentations and more about honest exchanges with peers from the home improvement and construction industry. If you’re also in Amsterdam and up for a proper conversation, drop me a message. Happy to meet.

The biggest bottleneck in European construction isn’t materials or regulation. It’s people — and the shortage is here to stay.