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.

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. 

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

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

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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.

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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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