delivering a seamless home building experience
Case Studies
The Brief
The client, a housing development company, wanted to understand the new home building experience that competitors were delivering to their customers from initial consideration through to completion and handover, in order to understand how it might be able to improve and refine its offering.
The client, a housing development company, wanted to understand the new home building experience that competitors were delivering to their customers from initial consideration through to completion and handover, in order to understand how it might be able to improve and refine its offering.
The approach
Fieldwork adopted a hybrid ethnographic approach, combining qualitative in-depth interviews with in-home walk-throughs (for in person interviews) or pre-interview image sharing activities (for online interviews). To identify and source suitable participants, we leveraged traditional recruitment methods, as well as social recruitment and snowballing.
Fieldwork adopted a hybrid ethnographic approach, combining qualitative in-depth interviews with in-home walk-throughs (for in person interviews) or pre-interview image sharing activities (for online interviews). To identify and source suitable participants, we leveraged traditional recruitment methods, as well as social recruitment and snowballing.
The challenge
Our audience for this study was a niche cohort, made up of customers who had recently used selected competitors to build homes within specific catchments in Sydney. This meant traditional recruitment methods were less effective, and we needed to adopt creative approaches to find the right participants for the study.
Our audience for this study was a niche cohort, made up of customers who had recently used selected competitors to build homes within specific catchments in Sydney. This meant traditional recruitment methods were less effective, and we needed to adopt creative approaches to find the right participants for the study.
The insight
The research was used to define the typical home building customer journey, identifying the positive and negative emotional moments within the process and key pain points to avoid. Furthermore, we were able to segment the respondents by life stage to show how this impacted their underlying needs and expectations throughout the journey.
The research was used to define the typical home building customer journey, identifying the positive and negative emotional moments within the process and key pain points to avoid. Furthermore, we were able to segment the respondents by life stage to show how this impacted their underlying needs and expectations throughout the journey.
The outcome
The insights from this study helped the client identify significant opportunities to deliver a seamless and stress-free home building process. They were also used to undertake a root and branch review of local operations, removing common obstacles, and optimising end user experiences.
The insights from this study helped the client identify significant opportunities to deliver a seamless and stress-free home building process. They were also used to undertake a root and branch review of local operations, removing common obstacles, and optimising end user experiences.
