HOME >> LEARN >> Market Studies

Market Studies

The Wisconsin Builders Association is proud to partner with Avid Ratings, a national leader in customer satisfaction and market research for the construction industry. 

In 2016, Avid Ratings & the WBA released its inaugural study examining homeowner preferences and satisfaction in Wisconsin.   This first-of-its-kind report examined over 50 in-depth areas of customer satisfaction, home design, building features, buying preferences, and demographics--all informed by the customers of WBA members!


What does this study examine?

  • What homebuyers and remodeling customers across Wisconsin want in their homes, what features are hot, and what they'd "trade off" to get them
  • Customer satisfaction with products and services, identifying key areas impacting referrals and customer reviews 
  • Customer demographics 

Over 50 in-depth areas of customer satisfaction, home design, building features, buying preferences, and demographics will be compiled, and benchmarks by local HBAs and statewide will be established and compared (depending on participant response).  Detailed customer profiles will also be created, allowing for analysis by customer segment and home type.

This data provides a unique opportunity for builders and remodelers to increase profits, gain market share, and engage more customers by learning precisely what they want.

2016 Report Highlights - What Wisconsinites in a New Home


There’s a lot of information out there about current home design trends looking at what’s popular from coast to coast, but what specifically is on the Wisconsin homeowner’s wish list?  

Thanks to a first-of-its-kind study of over 2,408 Wisconsin homeowners, compiled by the Wisconsin Builders Association (WBA) and Avid Ratings, fresh insights are now available on everything from preferred living spaces, amenities, and materials to energy efficiency options and more.

Concerning the most common spaces in every home—the kitchen, bedrooms, and bathrooms—Wisconsin homeowners confirm current design trends while also revealing some new features rising in popularity. 

In the kitchen, open concept designs complete with kitchen islands still reign supreme, with 87.5% indicating an open-concept kitchen as a “must have” or “really want,” and 87.1% either needing or wanting a kitchen island in their floorplan.  Oversized kitchens and walk-in pantries are also rising in popularity, with the majority of respondents noting them as necessary for their dream kitchen.    However, formal dining rooms are still on the outs, with over half of respondents indicating them as “not important.”

As for bedrooms, walk-in closets remain exceedingly popular with over 90% of Wisconsin homeowners, while momentum is picking up for main floor master suites (49% “must have,” 12.5% “really want”).  Double sinks are a must for master bathrooms, and more homeowners are showing interest in oversized showers, especially over their soaker or whirlpool tub counterparts (45.4% and 60% noting as “not important,” respectively). 

A final interesting development is current homeowner preferences for mudrooms (57.3% as “must have”), far above and beyond interest in home theater/media rooms or hobby/game rooms.  Move over, mancave!

2016 Report Highlights - 85% of Wisconsin Homeowners Satisfied with their Builder

  • 91.9% noted their builder as knowledgable
  • 93.6% as courteous
  • 86.3% as responsive

Still interested in receiving a copy of the 2016 Market Study Report? Contact Us.

Frequently Asked Questions

Note: No future market studies are being conducted at this time.

What’s in it for my homeowners to participate?  Customers’ feedback will help impact how Wisconsin homes are built and remodeled.  In addition, each participant will automatically become eligible to win up to $1,500 in cash.

Who is Avid Ratings and what is their role in the study? Avid Ratings is a national leader in customer satisfaction and market research for the construction industry and will be conducting the study on behalf of the WBA. All surveys will be distributed by Avid Ratings and the results available on their website.

What will I get? As a member benefit, all members can purchase the market study at 40% off the regular price.  The study is delivered as a PDF file, though the WBA will have print copies available for purchase (at a slight additional cost) during quarterly meetings.  Members who participate in the study will receive it at 60% off its regular price, along with access to their company's complete data, and Avid Reports, which provides additional insights related to specific buyer segments, home types, and many other variables. Part of the proceeds from the sales of this report additionally support the Wisconsin Builders Association.

Who will see my completed survey results? Only you will be able to view your individual results from the WBA Market Study. Avid Ratings will compile aggregated results of the study by Local HBA and Statewide, but no builders individual data will be published. 

When will survey results be available? Survey data will start coming in approximately one week after surveys are distributed and be available for participating companies to view real time at www.avidreports.com.

How will this study benefit my company? Companies who participate in the WBA Market Survey will receive invaluable market intelligence they can use to increase sales. From demographics, marketing sources, and design trends, the WBA Market Study represents an incredible value to receive professional research that would normally cost 20 - 50 times more to commission independently. Finally, all participants in the study will be eligible for the Avid Award, recognizing the highest customer satisfaction for construction companies in Wisconsin.

Is this study voluntary for WBA Members? Yes. The WBA Market Study is a voluntary program and you can decide whether your company should participate. 

Will my customers’ personal information be sold or given to other companies? Absolutely not! Your information is used for surveying and reporting by Avid Ratings. Individual customer records will not be disclosed in any manner.

Housing Data: Monthly housing starts data for Wisconsin and other resources.

Press: Latest press releases and other media items.