AMERICA AT HOME STUDY
AMERICA AT HOME STUDY
AMERICA AT HOME STUDY
The AMERICA AT HOME study is 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, Wave 2: October 2020, 3,935 responses, and Wave 3: October 2022, 3,000 responses). It directly tests consumer sentiment considering COVID-19 to understand the design changes consumers want in homes and communities. The study launched in the early days of COVID, repeated in the peak of the pandemic and post-pandemic yielding repeatable consumer insights into the changing lifestyle preferences that will impact home and community going forward.
Kantar, the world’s leading data insights and consulting company, collaborated on Wave 2 and Wave 3 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
AMERICA AT HOME STUDY
As news of COVID-19 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. 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, with the intention to test sentiment during and post-pandemic times.
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 3 of the America at Home Study found “home” is more important than ever, and Americans have a heightened focus on wellness, yet feel less well than they did in 2020. Click image above to expand. See Wave 3 Press Release here.
See results of Wave 1 (April 2020) here.
See Wave 1 Press Release.
See results of Wave 2 (October 2020) here.
See Wave 2 Press Release.
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.
Industry reactions + coverage: Wave 3 (Oct 2022)
Builder Online
AFTER THE PANDEMIC, WHAT MATTERS MOST IN NEW-HOME DESIGN TODAY?
The third wave of the America at Home Study uncovers how living behaviors and needs have shifted over the past two years.
Concept Home Media Coverage
The Builders Daily
The Washington Post
The Builders Daily
What's in a Name? Garman Homes Pushes The Envelope...with the Barnaby
BUILDER
The Washington Post
The Builders Daily
Barnaby illustrates how the pandemic altered homeowner wants and needs
The Washington Post
The Washington Post
The Washington Post
A home of the future, shaped by the coronavirus pandemic
PROBUILDER
PROBUILDER
The Washington Post
There was talk about the impact the pandemic would have on restaurants, small business, travel and hospitality, and live events. Yet few people were talking about the impact “life from home” ...
HomeLight
PROBUILDER
HomeLight
Creating Your Happy Place and Healthy Home With Wellness Design Wellness design, once an idea, is now the ideal in home design.
USA TODAY
PROBUILDER
HomeLight
Modern Living: Pandemic lifestyles are changing home design trends
PROBUILDER
PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND
PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND
Follow the exciting journey of building the Barnaby: America at Home Study concept home, completed within 60 days and fitted with the most desired features for today’s homebuyers
PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND
PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND
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
BUILDER
PANDEMIC-RESPONSIVE CONCEPT HOME BREAKS GROUND
BUILDER
AMERICA AT HOME STUDY partners with Garman Homes on pandemic-responsive concept home
Business Media Coverage
Forbes
Forbes
Forbes
After months of staying home, here’s what buyers want, and what changes the game for builders beyond 2021
San Diego Business Journal
San Diego Business Journal
San Diego Business Journal
Three San Diego women who are executives in companies that deal in commercial real estate commissioned a national study...
USA Today
San Diego Business Journal
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.
Industry reactions + coverage: Wave 2 (Oct 2020)
Builder Online
Builder Online
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
Builder Online
Builder Online
AMERICA AT HOME: Rising New-Home Demand from Renters. The second wave of the consumer study shows an increased...
Builder Online
Builder Online
Builder Online
AMERICA AT HOME study shows pandemic-inspired lasting impacts on home and community design.
Builder Online
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
Best in American Living
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.
Industry reactions + coverage: Wave 1 (Apr 2020)
URBANLAND
Builder Online
Builder Online
AMERICA AT HOME: What U.S. Consumers Are Saying about the Shifting Demand for Housing
Builder Online
Builder Online
Builder Online
AMERICA AT HOME: The impacts of Coronavirus on Home and Community
Builder Online
Builder Online
Builder Online
AMERICA AT HOME: Almost half of renters want to buy a home after COVID-19
Builder Online
Builder and Developer
Builder Online
AMERICA AT HOME: Millenials, Boomers plan to move sooner due to COVID
Builder and Developer
Builder and Developer
Builder and Developer
By mid-April, most of the nation was under some version of a stay- at-home order.
Chicago Agent
Builder and Developer
Builder and Developer
New survey estimates post-COVID housing demand to be 2.1 million
GlobeSt.com
Multifamily Executive Magazine
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
Multifamily Executive Magazine
Multifamily Executive Magazine
Already a growing trend, health- and wellness-focused multifamily communities gain new purpose due to COVID-19.
GlobeSt.com
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
Best Construction Practices
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 in Americal Living
Best Construction Practices
Best in Americal Living
Living 'life from home' has impacted plans to move and desired home features.
GlobeSt.com
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.