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.
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.
Wave 2 (October 2020) of the AMERICA AT HOME study vs. Wave 1 (April 2020) underscores lasting shifts in how Americans feel about and want to live in their homes and communities.
See results of Wave 1 (April 2020) here.
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President & CEO
"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."
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?"
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."
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).
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.
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.
Interview with Teri Slavik-Tsuyuki, Nancy Keenan, and homebuilder Alaina Money-Garman based on insights from the America At Home Study.
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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.
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.
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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.
Living 'life from home' has impacted plans to move and desired home features.
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.
America At Home Study
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