This document summarizes key findings from a 2016 survey of New Zealand architectural professionals regarding their product selection behaviors and preferences. It finds that over half of specifiers work in small practices, so suppliers should target these groups through newsletters and events. When choosing products, specifiers value quality, code compliance, and technical support. They want all relevant information easily accessible online and by phone. Downloadable CAD files are the most helpful resource. Suppliers should provide up-to-date technical documents and support to ensure their products are specified over competitors.

1. SPECIFIER INSIGHTSResearch on the behaviour and preferences of New Zealand
architectural professionals in relation to product selection
2016

3. MATTHEW DUDER
Managing Director
matthew@eboss.co.nz
+64 9 551 6902
+64 21 675 960
ABOUT EBOSS
EBOSS 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
06
EXECUTIVE
SUMMARY
SPECIFIERS
WHO WE SURVEYED
— Number of years in business
— Number of people employed
— Geographical breakdown
WHAT’S IMPORTANT
TO SPECIFIERS
— 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
14
INFORMATION
SOURCES
— Website features
— Online databases
— Email newsletter readership
— Magazine readership
18
PROJECT
SPECIFICATION
— 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.

4. 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.
EXECUTIVE
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

5. 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 DIRECTOR
EBOSS
AnEBOSSdocument©2016www.eboss.co.nz