AMERICA AT HOME STUDY

The AMERICA AT HOME study was a nationally representative survey of U.S. adults, aged 25-74 years of age, with household incomes of $50,000+/year, conducted online (Wave 1: April 2020, 3,001 responses and Wave 2: October 2020, 3,935 responses). It directly tested consumer sentiment in light of COVID-19 to understand the design changes consumers want in new homes and communities.

Kantar, the world’s leading data insights and consulting company, collaborated on Wave 2 of the study to integrate its MindBase® consumer attitudinal segmentation into the data, exploring specific MindBase segment sentiment about home and lifestyle post-pandemic. The findings underscore the lasting nature of these changes post-pandemic and provide important insights for future home and community design.

THE MOTIVATION

AMERICA AT HOME STUDY

As news of COVID developed, and economists, research and consulting firms began sharing predictions and projections about the impact it would have on our society and the economy, no one was asking or talking about what it meant for how Americans feel about and live in their homes. And yet, the majority of the nation was sheltering in place, stuck at home. Seeing this need, and the potential economic and social importance of the findings, we developed and launched this survey to get insights into home and community directly from U.S. consumers.

The national survey was developed and managed by three highly regarded home and community development experts and hosted online by New York-based Gazelle Global Research, to meet defined U.S.-based targets and ensure a credible representative sample. It was a non-biased survey to understand consumer sentiment, not sponsored by any brand.

WHO CREATED IT?

Nancy Keenan

Teri Slavik-Tsuyuki

President & CEO

DAHLIN Group

"As homebuyers emerge from Shelter in Place – having lived and worked as well as schooled their children at home for several months – their vision of home has likely changed."

Teri Slavik-Tsuyuki

Principal

tst ink LLC

"We must drill down into the data, beyond just demographics and psychographics, to help community developers and homebuilders understand 'Who will live here?' and 'How do they want to live?"

Belinda Sward

Teri Slavik-Tsuyuki

Belinda Sward

Founder & Chief Strategist

Strategic Solutions Alliance

"This COVID-19 crisis will challenge us to get a clearer vision of lifestyle impact and how changing consumer preferences should be reflected in future home and community design."

Nancy Keenan

With decades of experience leading design teams in architectural and planning solutions worldwide, Nancy is an expert in implementing innovative housing solutions and sustainable site-specific home design. She is a licensed architect who serves as Chairperson of the Board for HomeAid’s Northern California chapter, and is a member of the American Institute of Architects (AIA), the Building Industry Association (BIA), and the National Council of Architectural Registration Boards (NCARB).

Teri Slavik-Tsuyuki

Tapping deep into customer insights to create places that connect with how people want to live, Teri brings to life some of the most recognized brands in community development and was the CMO for the largest community developer in the nation for 11 years. She was the second woman inducted into the William S. Marvin Hall of Fame for Design Excellence, serves as the Assistant Chair of Urban Land Institute’s Residential Neighborhood Development Council, is a member of the advisory board of Garman Homes, and was named “one of the most influential women in homebuilding” by BUILDER Magazine.

Belinda Sward

For more than 20 years, Belinda has provided real estate market and consumer intelligence and customer-based strategies to community developers, homebuilders and investors across North America. She was Chief Strategy Officer for the largest real estate community development firm in the United States, and a Managing Director of RCLCO. Belinda regularly serves on Urban Land Institute’s CDC Product Council, is Co-Chair of the Membership Committee and on the Advisory Panel of ULI San Diego-Tijuana District Council. She was selected by ULI to be a mentor in the ULI/Randall Lewis Health Mentorship Program.

America At Home Study Concept Home

Inspired by consumer insights from the America At Home Study, the concept home is a physical manifestation of the behavior and perspective changes about how people perceive and live in their homes today. It is believed to be the first home intentionally designed in response to the radical changes spurred by the pandemic. This home is the collective effort of the founders of the study and Dahlin Group Architecture Planning (architect), Garman Homes (builder), and Cecilian Partners (digital customer experience).

Find out more

Concept Home Media Coverage

PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND

The America at Home Study uncovered paradigm-shifting behaviors and preferences that will be reflected through a physical concept home and accompanying digital experience

PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND

AMERICA AT HOME STUDY partners with Garman Homes on pandemic-responsive concept home

Forbes

After months of staying home, here’s what buyers want, and what changes the game for builders beyond 2021

Forbes

AMERICA AT HOME: The impacts of Coronavirus on Home and Community

San Diego Business Journal

Three San Diego women who are executives in companies that deal in commercial real estate commissioned a national study...

San Diego Business Journal

Since March, the pandemic has changed the way we live in our homes: Office workers type away at their dining room tables. Kids attend classes from the sofa.

READ MORE

Read the industry's reactions + implications: Wave 2 (Oct)

Builder Online

AMERICA AT HOME: Consumers place more importance on well-being. The second wave of the study breaks down health and wellness by generation and the impact of community.

Builder Online

AMERICA AT HOME: Rising New-Home Demand from Renters. The second wave of the consumer study shows an increased...

Builder Online

AMERICA AT HOME study shows pandemic-inspired lasting impacts on home and community design.

Best in American Living

Builder Online

Findings from the second wave survey suggest potential demand for 11 million new homes due to the COVID-19 pandemic.

Best in American Living

In March 2020, anxious efforts to curtail the spread of COVID-19 transformed communities into shutdown mode across the U.S. and the world. Health care providers focused on managing personal protective equipment and caring for the ill.

URBANLAND

Builder Online

AMERICA AT HOME: What U.S. Consumers Are Saying about the Shifting Demand for Housing

Builder Online

AMERICA AT HOME: The impacts of Coronavirus on Home and Community

Builder Online

AMERICA AT HOME: Almost half of renters want to buy a home after COVID-19

Builder and Developer

Builder Online

AMERICA AT HOME: Millenials, Boomers plan to move sooner due to COVID

Builder and Developer

By mid-April, most of the nation was under some version of a stay- at-home order.

Builder and Developer

New survey estimates post-COVID housing demand to be 2.1 million

Multifamily Executive Magazine

Newly uncovered insights from the first-ever America At Home Study unveil a paradigm shift in how Americans view and value their homes, and proves ownership is more in demand than the industry anticipated.

Multifamily Executive Magazine

Already a growing trend, health- and wellness-focused multifamily communities gain new purpose due to COVID-19.

Multifamily Executive Magazine

Best Construction Practices

Developed by three women leaders in the homebuilding industry, the America At Home Study shows future design trends, what people are willing to spend and the changes occurring now.

Best Construction Practices

Respondents to the America At Home Study gave insight into a collective changing viewpoint of home and safety as a direct result of sheltering in place.

Best Construction Practices

Best in Americal Living

Living 'life from home' has impacted plans to move and desired home features.

Best Construction Practices

Best in Americal Living

COVID homebodies set the tone for future home design. The America at Home Study showed that 92% of all respondents had made some kind of change to their homes as a result of living with COVID.