In the home improvement and building materials space, changes in the market landscape happen fast. Consumer behaviors shift, supply chains adapt and home improvement market trends redefine how homeowners and professionals interact with brands. For marketers, keeping pace isn’t enough: you have to anticipate what’s next.
To help our clients navigate these complexities with precision, Adcom is thrilled to celebrate the official launch of our new strategic partnership with the Home Improvement Research Institute (HIRI), effective July 1, 2026.
As a Strategic Partner of HIRI, Adcom now has greater access to home improvement market research, industry insights and greater industry thought leadership connections. This collaboration deepens our subject matter expertise, arming our client strategy, media and creative teams with the insights required to strengthen our strategic work and drive measurable growth.
How Does the Adcom-HIRI Partnership Benefit Home Improvement Brands?
Data is most valuable when it provides clear direction. In a competitive market, relying on historical assumptions or generalized consumer data can easily lead to missteps. This partnership opens up an opportunity to bridge the gap between industry research and the practical, day-to-day execution of highly targeted marketing programs.
This partnership enables our team to:
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Validate Market Trends: Justify new product ideas, geographic expansions or audience targets against verified consumer and contractor behavior trends.
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Support Thought Leadership: Build authority and credibility in the industry by anchoring B2B and B2C campaigns in exclusive, top-tier market research insights.
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Inform PR and Communication Strategies: Craft highly relevant, timely media pitches and public relations strategies that leverage the most timely and important industry trends.
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Access to Market Leadership: Connect with leaders across the home improvement industry to share learnings, forward-looking trends and innovative ways to target the homeowner or professional.
How Adcom and HIRI Are Driving Industry Innovation
This partnership isn't just about absorbing insights; it's about active collaboration. Together, HIRI and Adcom are teaming up to co-author deep-dive industry whitepapers and host interactive virtual events over the coming months.
We are already hard at work planning a robust collaborative content calendar, which includes:
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Q4 2026 Webinar: A session focused on how the Home & Construction industry should be refining its AEO/GEO strategy to capitalize on sweeping disruptions to the foundation of marketing.
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Q2 2027 Webinar: A spring-season deep dive.
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Joint Whitepapers: Targeted, written research pieces exploring specific business challenges and actionable marketing opportunities across the home improvement sector.
"Our clients are navigating a Home and Construction market that's changing fast, and they need more than information. They need perspective and clear direction," said Craig Martin, CEO of Adcom.
What's next?
Whether you are looking to refine your dealer marketing program, modernize a legacy building products brand or optimize your paid media mix, Adcom and HIRI’s strategic partnership ensures your marketing dollars are backed by the best research in the business.
Over the next few weeks, our content and strategy teams will begin rolling out industry point-of-view (POV) articles powered by this new research pipeline. Keep an eye on The A Game blog for exclusive takeaways, or reach out to your Adcom account team today to learn how we can leverage HIRI’s proprietary insights directly for your brand.
