Market Research Consultant - Compressed Earth Blocks

Habitat for Humanity International (HFHI) is anchored on a fundamental vision of a world where everyone has a decent place to live. This vision has been the driving force in all of Habitat’s actions and activities and has seen HFHI helping more than 29 million people around the world build or improve the place they call home. To further fulfil this vision, Habitat for Humanity International established the Terwilliger Centre for Innovation in Shelter (Terwilliger Centre) to Build and Expand Inclusive Housing Markets by supporting local firms to innovate and expand client-responsive services and products. The Centre understands that the role of local markets is critical in closing adequate housing gaps among the low-income and incremental market segment.

Context

Access to adequate and affordable housing remains a pressing challenge across Africa, particularly in the face of rapid urbanization and climate change. Compressed Earth Blocks (CEBs) offer a sustainable, cost-effective, and locally sourced alternative to conventional building materials. Habitat for Humanity recognizes the importance of CEBs in addressing Kenya’s housing challenge and is implementing an Integrated Housing Project in Laikipia County. The project’s objective is to stimulate the local housing market to innovate, showcase, and create demand for the use of CEBs. Habitat for Humanity seeks to conduct research to evaluate the Integrated housing project as well as explore the market potential of CEBs as a housing solution. This research will investigate and assess their availability, use, benefits, limitations and challenges of CEBs. The findings will inform Habitat for Humanity’s approach to scaling sustainable housing technologies, support youth trained under the integrated housing project to develop enterprises and contribute to broader sectoral insights of CEBs in Kenya.

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.

Safeguarding: HFHI requires that all employees take seriously their ethical responsibilities to safeguarding our intended beneficiaries, their communities, and all those with whom we work. Managers at all levels have responsibilities to support and develop systems that create and maintain an environment that prevents harassment, sexual exploitation, and abuse, safeguards the rights of beneficiaries and community members (especially children), and promotes the implementation of Habitat for Humanity’s code of conduct.

Data Protection: The contractor will be required to abide by Habitat for Humanity International’s data protection and security policy during the assignment period.

Submission

• Interested individuals or companies should submit the following:
• A maximum 5 pages technical proposal clearly outlining understanding of the terms of reference, methodology, duration and the technical team,
• A detailed financial proposal, with clear cost breakdowns
• Portfolio of past projects relevant to this project.
• Profile/resume of the lead expert.

Application and Decision Process

Only shortlisted applicants will be contacted. Written proposal (technical and financial) including CVs of key personnel should be sent to TCIS@habitat.org by December 31st 2025, via email on with subject line: Market Research on Compressed Earth Blocks technologies in Kenya. Please note that the selected consultant will be required to show proof of professional indemnity cover.