exploring consumers mind and heart - apartment-wallahs
TRANSCRIPT
ECMH Project:
QUALITATIVE
FACTORS
DETERMINING
HOUSE BUYING
PREFERENCES
Apartment-wallas
-Oni, Jhaji, Yeeai, Yennrri
Research objective
• Analyze customer preferences (qualitative) in purchasing apartments
• Check whether the overhype of price as the main criteria, has merit
Objective
• Middle-class/Upper-middle class who wish to purchase homes in the range of INR 40-70 lakhs
Market segment
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Sample selections
Couples
• Husband-wife interviews with both as participants in discussion
• Selected across India-based and NRIs returning to India
Individuals
• A mix of married and bachelors, but an all male group.
• Selected across India-based and NRIs returning to India
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Strategies and insights
Pampered the participants:
• Fed them well with cold drinks and chips
• Called each one of them, explained the importance of their involvement and sent a personal invitation to each
Listened to opinion of each
one and recorded their inputs.
Provided a feeling that each
participant is important.
Sensitive to their time restrictions
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Group Discussion guide
The discussion points contained a mix of projective techniques: Sentence association
Word associations
Color associations
Story completion – 1
Picture associations
Discussions among the group regarding each item
Try to weave in response from all questions to understand customers’ unsaid needs
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Sentence associations
What comes to your mind?
• Shady trees, Paved footpath, Bus/train stop nearby
How do you feel?
• 3 Aartis and/or 5 Azaans a day – loud and clear
I wish…
• Came home after 4 hrs of shopping. Walked up 3 floors and entered my home
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Word associations
10th floor
Midnight earthquake
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Color associations
relaxation
food preparation
exercise argument
family
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Story completion
Time to go to office. I take the car out of
parking lot and drive out of the
apartment complex…
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Picture associations – Part 1
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Picture associations
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
…and the big confusion!!
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Group 1
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Group 2
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Key insights
Commute and amenities of city life take precedence over price
Places of religion play a lesser role than daily peace and calm
Peoples’ preference is largely affected by availability of basic necessities such as: Water
Electricity
Proximity to shopping
Proximity to open areas and parks
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Key insights
When given a visual stimuli, people react according to their preferences and established needs e.g. A glass full of beer, could be
○ Relaxation with friends and family
○ Pub with a choice of beer
○ Something you do not want around
○ A negative attribute to society
Insights from color associations Perceived property of a color is not necessarily reflected
universally ○ E.g. Saffron was found to be the color of relaxation, prayer
as well as violence.
Places within house were painted differently by different associations of utility.
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Methodology, learning and
suggestions
•Avoid direct and quantitative mode of questioning
•Try to go for face-face rather than phone
•Manage flow of thoughts, unobtrusively
In-depth Interview
•Do not prompt or direct the interview
•Arrive at common ground after every question
•Managing more than 7 or less than 5 is a problem
•Time management is critical
Focus group discussion, with
projective techniques
•Patterns emerge based on proper aggregation and assimilation of information
•Insight into actual, not reported, behaviors
•Proper sampling helps in better results
•Critical to understand perceptions
Analysis
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
Conclusion
Internal consistency and specificity of
responses to be balanced
Moderate the intensity of comments to
get to the subliminal layer
Communication strategy is critical
Make the sessions memorable for
participants (in a good way, i.e)
Research Objective
Sample Selection
GD guide Key Insights Methodology Conclusion
