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.
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.
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.
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).
The America At Home Study Concept Home — Barnaby was recognized as the Grand Award winner at the 2021 Gold Nugget Awards for Best Flexible Floor Plan, with judges recognizing the home as an outstanding example of what happens when the customers' needs drive design.
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AMERICA AT HOME study shows pandemic-inspired lasting impacts on home and community design.
Findings from the second wave survey suggest potential demand for 11 million new homes due to the COVID-19 pandemic.
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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By mid-April, most of the nation was under some version of a stay- at-home order.
New survey estimates post-COVID housing demand to be 2.1 million
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.
Already a growing trend, health- and wellness-focused multifamily communities gain new purpose due to COVID-19.
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.
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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