Market Research Consultant - Compressed Earth Blocks at Habitat for Humanity International

Purpose and Objectives of the research

• The purpose of the market research is to provide a comprehensive understanding of Compressed Earth Blocks (CEBs) in the construction sector, including the market landscape, market size, demand, production, distribution, key players, indirect competitors, consumer perceptions and adoption trends. The research will focus on rural and peri-urban areas in Kenya. The following are specific objectives of the study:

Research Objectives

• Analyse the current market size for CEBs and analyse factors affecting availability, and adoption of the technology. The study will also identify barriers and drivers of adoption of CEBs as a housing solution.
• Analyse market trends, innovations and best practices for CEBs in Kenya.
• Conduct supply chain analysis, including production, key suppliers, and distribution channels, for CEB technology within the construction sector.
• Conduct a price point comparison and competitor analysis to determine current market positioning for CEB technology within the construction sector in Kenya.
• Investigate the consumer knowledge, attitudes, perceptions and practices towards CEB as a housing solution
• Explore appropriate business models for delivering, driving demand and promoting adoption of CEBs among low-income households, artisans, construction/building professional services and the different ecosystems within the housing sector.
• Analyse how the current regulatory framework supports or hinders the growth of CEB technology in Kenya and policy recommendation to further promote the technology.

Scope of work

• Geographical scope: The study will have a focus on Central, Nyanza and Western region. TCIS and the consultant will agree on specific locations.
• Stakeholders: The study will involve gathering insights from government agencies, NGOs, building contractors, built environment professionals, artisans, material/technology suppliers, financiers, and potential consumers.
• Key metrics: The study will analyze market size, growth rate, market segments, pricing, regulatory framework, business models, sustainability factors, and technological innovations in earthen construction.
• Key technologies of interest: daub and wattle, rammed earth (wall & floor), compressed earth blocks, adobe bricks, burnt bricks etc.
• Consumer Research: detailed examination of consumer attitudes, behaviors, and preferences related to earthen construction technologies, incorporating both qualitative and quantitative methods to gather comprehensive insights

Deliverables

• An inception report (including detailed methodology and tools)
• Draft market research report detailing the findings of the study
• Final market research detailing key findings, trends, and recommendations based on study objectives.
• Presentation slides summarizing the findings, lessons, conclusions and recommendations
• Network analysis report with key stakeholders and players in Earthen technology market, their roles, business models and motivations.
• Infographics and visual aids to enhance understanding of complex data and insights.
• Anonymized raw data in electronic version

Duration

• This research will be conducted for four months between January 2025 and March 2026

Key qualifications.

• Experience in conducting marketing research, KAP assessments and other relevant fields in Kenya or Africa.
• Experience in conducting research among low-income families/communities.
• Experience in conducting market research on earthen/vernacular technologies or sustainable construction practices will be an added advantage. Have minimum 10 years demonstrated experience in qualitative and/or mixed methods research.
• Extensive experience in data management and analysis, including data collection tools design, database design and management and data quality checks.
• Understanding Market Systems approaches, value chain analysis and experience working with housing programmes is an added advantage.
• Experience in carrying out related assessments on housing products is desirable.