Research interviews, also known as in-depth interviews or IDIs, are one of the best ways to learn about your customers. The one-on-one interaction is suited to sensitive topics, such as discussing personal information and motivations, changes in household plans, finances,
If you work with neurodiverse populations in market research or should be, this article by Mariann Lowery, published in Quirk’s, is a good read. In interviewing adults with autism for a housing community design research project, I received coaching from
One can assume more is better when new to focus group-style research. As business people, we love the certainty survey research brings, and think more is better. For focus groups, it is not, which can surprise one. Focus groups are
In a pre-pandemic survey of homebuyers, Bankrate.com discovered two-thirds (63%) of Millennial homeowners ages 23 to 38 have regrets about their current home purchase, roughly twice the buyer’s remorse rate (35%) of Baby Boomers ages 55 to 73 years of
Unique community concepts in residential real estate do not come along often for most builders/developers. The need for pre-design research and pre-sales marketing increases when something unique is on the drawing board. Knowing the differences between the role of research
Homebuilding is an ever changing, highly competitive and risk-driven undertaking. Not only do you compete with other builders in your region, you also compete with the resale market. Adapting research to your marketing strategies and tactics as part of your
Many small- to mid-sized companies overlook the value of conducting market research when planning their marketing strategies, leaving significant risk in the design of the marketing plan. Consumer research is all about asking customers, or the right prospective customers, what
How to stand out in the marketplace, the art of the differentiation strategy and being different from others in a meaningful way, has been this month’s topic among clients and friends. Many of our clients are in building, construction or
There is an interesting balance between an entrepreneurial vision and the value of listening to customer feedback, feedback that happens early in an idea. The kind of feedback that falls into the unsexy* category: research. Many of our clients work