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We also incorporated a gamification element to keep respondents interested and engaged throughout"

NHBC (National House Building Council) is the UK’s leading home construction warranty and insurance provider for new and newly converted homes in the UK.

As a non-profit distributing company, its primary purpose is to raise the construction standard of new homes and provide consumer protection for home-buyers through its 10-year Buildmark warranty.

The Challenge

NHBC sought a programme of research which assessed clarity and understanding of its literature amongst B2C and B2B audiences.

This included short brochures through to more complex policy documents, and whilst the target audiences varied for each individual piece, they needed to collectively communicate a clear and consistent vision of NHBC. Savanta therefore needed to carefully craft a research programme which was both audience appropriate but also material appropriate.

Our approach

We approached the client’s challenge through a primarily qualitative approach. We utilised a combination of individual interviews (face to face and telephone) with the B2B audiences, as well an online community with the consumer audience.

We shared the brochures with B2B audiences ahead of the interviews to allow them time to digest the content, and feed back in a more considered way. We used an online community to review the longer policy documents with consumers, ensuring we got really under the skin of the detail through a combination of different exercise types. We also incorporated a gamification element to keep respondents interested and engaged throughout.

The outcome

Feedback from the research has been clear and tangible, directly feeding into revised iterations of both the brochures and longer policy documents.

The research programme has been of great value to NHBC, enabling the company to work towards a more holistic and consistent approach to literature development going forward.

The Savanta team were a pleasure to work with on this project: creative, collaborative and enthusiastic. The deliverables were excellent – both in their ease of understanding but also the quality of analysis and presentation and therefore the usability by the business. The findings continue to be used which is the ultimate testament – it’s not ‘one and done and left on the shelf’ this remains current and live and is being used.

Insight Manager, NHBC

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Market understanding & opportunity | Media Strategy | Public Sector


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