Heavy Machinery Procurement Journey Survey
Understand how fleet owners, contractors, plant heads, and procurement teams evaluate specifications, compare brands, and choose financing and service packages, so you can sharpen positioning, improve conversion, and strengthen channel strategy.
CONTEXT & RELEVANCE
Why run this survey now
Most machinery suppliers don't lose tenders purely on headline price. They underperform due to specification ambiguity, financing constraints, dealer inconsistency, service concerns, and approval complexity, none of which fully show up in sales reports or tender win-loss summaries.
If you are...
- Equipment manufacturer leadership
- Regional sales directors
- Dealer network managers
- Product strategy teams
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete heavy machinery procurement journey from need recognition to supplier selection.
Demand Triggers
- Replacement cycle pressures
- Expansion-led demand signals
Buying Committee
- Technical stakeholder influence
- Capital approval governance
Specification Fit
- Application duty requirements
- Configuration trade-off priorities
Brand Consideration
- Initial brand consideration
- Supplier credibility signals
Dealer Experience
- Dealer responsiveness quality
- Channel capability consistency
Financing & Value
- Lifecycle cost assessment
- Financing structure preferences
Tender & Evaluation
- Tender compliance criteria
- Commercial negotiation friction
Selection & Confidence
- Final choice drivers
- Decision confidence gaps
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For Heavy Machinery Procurement Journey Survey, we recommend a quant-led buyer journey approach with flexible data-collection modes across fragmented industrial markets to balance reach, depth, and verification.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the industrial machinery space.
Dealer Service Proposition Benchmarking Across Construction Equipment Markets (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Dealer Service Proposition Benchmarking Across Construction Equipment Markets (India)
Compact Equipment Feature Bundling and Pricing Segmentation (Southeast Asia)
Dealer Service Proposition Benchmarking Across Construction Equipment Markets (India)
OBJECTIVE
A mid-size construction equipment manufacturer needed to understand how contractors , rental fleets , and infrastructure developers perceived its after-sales proposition against dealer service plans , independent workshops , and bundled maintenance contracts across major Indian industrial markets.
WHAT WE DID
We ran a structured survey with 420 equipment owners and fleet managers, capturing service usage , downtime tolerance , parts availability , technician responsiveness , warranty confidence , and willingness to consolidate maintenance with authorised dealer networks.
DELIVERED
The study delivered a service preference map , dealer proposition scorecard , segment-level message territories , and channel levers showing which combinations of uptime assurance, parts access, and maintenance predictability mattered across contractor and fleet cohorts.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between contractors, fleet operators and industrial plants?
How will you measure machinery supplier preference beyond simple ratings?
Will the survey map the full machinery procurement journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our tender conversion and channel strategy?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.