Polypipe Underfloor Heating


The Challenge: Polypipe design, develop and manufacture the most comprehensive range of plastic piping products in the UK, with over 20,000 products available. Formed of three divisions, Polypipe Building Products are manufactured solely in the UK and are carried by 8,000 stockists nationwide.

Polypipe has led the way in Under Floor Heating (UFH) and is the UK’s largest manufacturer of floor heating products. The category is expected to grow markedly in the UK over the next few years and Polypipe wish to maintain and increase their position at the forefront of this growth.

To help achieve this, Polypipe appointed Research by Design to understand how installers interact with UFH and identify the support mechanisms they need to offer to ensure the product is promoted accurately in the future.

Our Approach: From a menu of both quantitative and qualitative research options, Polypipe initially selected a quantitative approach to ensure their primary business decisions were based on robust survey data.

A mixed methodological approach was delivered, combining both online and telephone surveys. This tactic was recommended to ensure the dataset was not potentially biased by online completions only. Boosting through telephone interviewing ensured a significant proportion of completes were not self-selecting. (Our subsequent analysis, revealed there was little difference in responses from these two audiences)

The questionnaire itself lasted around 15 minutes and covered a number of key segments, such as quoting, sourcing products, brands, barriers to installing, support and training. Survey sample was sourced through a partner organisation, and was complemented by Polypipe’s own installer database.

The Outcome: The research report and presentation delivered clear recommendations and guidelines for future communications with this key audience. Additionally, the findings placed appropriate focus upon other key stakeholders in the process which emerged during this consultation.

Testimonial from Rachel Smith, Marketing Communications Manager:

“RbD always demonstrate a clear understanding of our industry and are therefore able to offer genuine insight and guidance for our business going forward. A presentation from RbD always sparks some interesting discussions among the team."