Demand for net zero homes in the US
Case Studies
The Brief
The client, a housing developer, wanted to evaluate the demand for Net Zero homes in 13 key markets across the US.
The primary objective of this research was to quantify current demand for Net Zero Homes in these key markets, identifying triggers that may be used to further develop this sector of the market over time.
The client, a housing developer, wanted to evaluate the demand for Net Zero homes in 13 key markets across the US.
The primary objective of this research was to quantify current demand for Net Zero Homes in these key markets, identifying triggers that may be used to further develop this sector of the market over time.
The approach
There were a number of complexities to this project, with the phased, mixed-methodology approach, and highly diverse cohort of respondents from 13 different cities (and time zones) across the US inevitably posing unique challenges.
Given this, project management was key, with meticulous attention through project setup and conduct to ensure seamless execution and delivery of the research.
There were a number of complexities to this project, with the phased, mixed-methodology approach, and highly diverse cohort of respondents from 13 different cities (and time zones) across the US inevitably posing unique challenges.
Given this, project management was key, with meticulous attention through project setup and conduct to ensure seamless execution and delivery of the research.
The challenge
The research used a phased approach, with an initial quantitative survey followed by an online discussion board
• Phase 1: 5-minute survey of n=5,200 prospective home purchasers
• Phase 2a: Online discussion with n=140 consumers to unpack sentiment in more detail
• Phase 2b: Discussion board with n=30 real estate agents to understand their perspective on the issue
The research used a phased approach, with an initial quantitative survey followed by an online discussion board
• Phase 1: 5-minute survey of n=5,200 prospective home purchasers
• Phase 2a: Online discussion with n=140 consumers to unpack sentiment in more detail
• Phase 2b: Discussion board with n=30 real estate agents to understand their perspective on the issue
The insight
Whilst Net Zero homes are not yet in the mainstream, many consumers are already open to the idea, and can see a range of potential benefits that they could offer.
Real Estate agents are also excited about the opportunity offered by Net Zero, but will need further education and support to ensure they are equipped to effectively sell these homes.
Whilst Net Zero homes are not yet in the mainstream, many consumers are already open to the idea, and can see a range of potential benefits that they could offer.
Real Estate agents are also excited about the opportunity offered by Net Zero, but will need further education and support to ensure they are equipped to effectively sell these homes.
The outcome
The client is using the findings from this research to develop and implement its short, medium and longer-term strategies for the US market, including the extent to which it should focus on the Net Zero home opportunity at the expense of more traditional builds.
The client is using the findings from this research to develop and implement its short, medium and longer-term strategies for the US market, including the extent to which it should focus on the Net Zero home opportunity at the expense of more traditional builds.
