To find out insights that help to better understand the design-build contractor audience, especially their pain points, motivations and triggers when making decisions. The research should also help to build the psychographic profile of such an audience with detailed information on aspects such as their values, attitudes, behavioral traits, etc. The research should elaborate on the audience from a high level, as well as specifically help to understand what's driving their decisions when it comes to heating/cooling/HVAC solutions and options