Keystone launches consumer trends report

Keystone Market Research, a research consultancy specialising in fenestration, has launched a new quarterly UK consumer trends report and omnibus service for the industry, sponsored by Epwin Window Systems. This initiative aims to deliver ongoing essential insights for strategic decision-making, against the backdrop of a challenging economic climate.

The inaugural report explores a wide-ranging selection of topics, including consumer preferences on window, door, and extension roof glazing styles, frame materials and purchase priorities, as well as the likelihood of purchase of fenestration products versus competing home improvement projects like kitchen and bathroom remodels and market value forecasts.

According to the report’s authors, it provides critical information to inform marketing decisions, including consumer-friendly product terminology and the sources homeowners turn to for information on available products, providing actionable insights for businesses.

Gerald Allen, head of marketing at Epwin, commented: “In an environment where every lead is crucial, empowering installers with the knowledge to align their offerings with current consumer trends is essential.

“We commissioned Keystone Market Research to undertake a consumer research project for us last year, and their skilful approach delivered comprehensive results that exceeded our expectations and provided valuable data to shape future decisions. When we heard Keystone were considering tracking consumer trends regularly, we could see the huge benefit and insight that this would bring to companies throughout the industry, and we’re happy to be supporting the launch of this game-changing service.”

Charlotte Hawkes, founder and director of Keystone Market Research, said: “While it’s important to discuss and monitor market development and trends within the industry, this is often based on historical data and supposition.

“In order to accurately track which product styles are likely to be popular in the future, the primary focus must remain on understanding the preferences and priorities of the group that are actually going to define what becomes successful for the market: the end consumer. Our new report seeks to provide insights that enable businesses to stay attuned to consumer demands and adapt their strategies accordingly, for more accurate lead nurturing today, and investment in the right areas for tomorrow.”

From the Spring issue there will also be an omnibus option introduced, enabling companies to submit their own unique questions. This cost-effective solution provides fenestration companies with the opportunity to receive private, expertly analysed nationally-representative results tailored to their specific needs.

There is also the possibility of further localisation of the main report data on request to enable installers to personalise offerings based on subtle regional differences, or on precise demographics if companies would like support understanding the needs of more targeted audiences.

The first report is available now, with single report or annual subscription purchase options. The first 30 companies purchasing an annual subscription will receive one omnibus question slot free of charge for use during one of the three remaining consumer surveys in 2024.

For more information or to purchase the report, please visit