Craft accounts for 60 % of the construction industry turnover in France. However, there is little knowledge on this sector and it is difficult to approach it. There are therefore a lot of interrogations: How can we segment the craftsmen population? How can we communicate with this population? How can they be followed in their activity?

These interrogations are even more of the hour considering craftsmen change, develop new skills, adopt new buying behaviours, have new needs with respect to their partners and suppliers, change their attitude due to the new deal induced by the "Grenelle de l'environnement".

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segment the craftsmen population and analyse their buying behaviour: exact nature of the fields of expertise of each profession, type of companies intervening in the implementation of each category of products, nature of the relationship with the distributors, buying criteria, …

understand their operating mode and determine their role in the construction industry's specifying chain: organization of their day-to-day activity, relationship with their customers, …

communicate towards craftsmen and detect the structural changes in the craftsmen professions: attitude towards innovation, new buying behaviour, expectations towards building material manufacters, …