Illustrative engagement. A representative scenario showing how we approach this kind of work in real estate. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping real estate
Homebuyers make one of their largest decisions with a mix of online research, site visits and trusted advice. Developers and brokers need quality leads and strong follow-up.
- Buyers shortlist online before visiting sites
- Lead quality and speed of follow-up decide conversion
- Residents' satisfaction drives referrals
Client background
A residential developer, working in Pune. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A residential developer
- Sector
- Real estate
- Team engaged
- Market Research
- Services
- Quantitative research, Consumer panel
Client challenge
The developer planned a new project and wanted to match buyer needs.
Research objectives
- Deliver on the brief: understanding homebuyer priorities.
- Understand the views, needs and behaviour of prospective buyers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 1,500 prospective buyers.
- prospective buyers1,500
Audiences we typically reach in real estate
Homebuyers and investorsTenantsBrokers and channel partnersResidentsDevelopers' sales teams
Geographic coverage
Coverage: Pune. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Homebuyer survey
- 3Insight
We surveyed prospective buyers about location, size, amenities and budget.
Quantitative researchConsumer panel
Sampling strategy
- prospective buyers
- 1,500
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Buyers prioritised schools nearby and work-from-home spaces.
Design homes around how people live now.
Recommendations
- Build on the core insight: design homes around how people live now.
- Focus effort where the evidence was strongest: buyers prioritised schools nearby and work-from-home spaces.
- Re-measure after the changes to confirm the effect.
Business impact
- The developer added study rooms to designs.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do homebuyers want in this location?