To achieve broader acceptance by the construction sector, novel and innovative materials and technologies often have to overcome a variety of market barriers. To evaluate attitudes to non-conventional materials and technologies in the UK, sixty-two construction professionals were surveyed on their opinions and views, how often these materials are used, and what influences their specification and use in building projects. Survey data have been analysed using qualitative techniques influenced by grounded theory to form an understanding of the construction industry and non-conventional building materials. Initial findings suggest that the most important barriers to market acceptance are high costs, lack of technical knowledge, and lack of client understanding. Proposed solutions suggested include increasing client and designer awareness through case studies, and knowledge sharing with professional with previous experience with non-conventional materials and legislative incentives.