Consulting Research

Principia uses its industry expertise and access to the siding and cladding market to help its clients meet challenges and attain their goals.  In one case, Principia developed a product and price strategy for a siding manufacturer competing in the hotly contested share battle in lap siding between vinyl, fiber cement, and engineered wood.

  • Do you know all of your potential customers to arrive at total addressable market?
  • Do you measure your company’s “vitality index”––the percentage of sales from new products in the last 3 years and its impact on your profitability?
  • How do you expand distribution and manage channel conflict at the customer level?



Analyze market size and share for pinpoint marketing and selling


Develop detailed view of industry supply from manufacturer through distribution


Forecast growth based on market insights from voice of the customer feedback

Industry Reports

Provides market insights and intelligence for effective strategic planning

Market Data on Demand

Get customized market data you need, when you need it

Market Coverage

Products: Accessories • Curtain wall • Exterior trim • Lap siding • Soffits • Tilt-up

Materials: Aluminum • Brick • Cellular PVC • Engineered wood • Fiber cement • Manufactured stone • Natural stone • Polymer shakes and shingles • Steel • Stucco and EIFS • Vinyl • Wood


For senior management at building materials companies seeking fresh insight or sharper strategies, Principia offers a principal-to-principal consulting experience. This approach ensures discussion and insight of the very highest level.

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Case Studies

Wood Siding and Trim New Product Introduction

Situation: A multi-national company sought to quantify the potential value of product performance improvements in… Read More

Product and Price Positioning in Residential Siding

Situation: A leading building products company desired to increase its share via a product line… Read More

Market Insights

Future in Lap Siding Varies By State and Project Type

What Lap Siding Products Should Suppliers, Distributors and Dealers Carry? DemandBuilder℠, Principia’s online market share… Read More