Home became everything when stay-at-home orders were issued in the spring due to the COVID-19 pandemic, and Americans’ attitudes about their present and future home needs continue to transform in the months since then.
Marketing expert Teri Slavik-Tsuyuki of tst ink, consumer strategist Belinda Sward of Strategic Solutions Alliance, and architect Nancy Keenan, president and CEO of Dahlin Group, spearheaded the America at Home Study at the end of April to shed light on Americans’ appetite for home purchases, how they feel about and live in their current homes, and what changes they’d like as a direct result of sheltering in place.
The team collaborated with Kantar, a leading data insights and consulting company, and integrated its MindBase consumer attitudinal segmentation to do a second wave of the survey in three phases in October, with results analyzed and published in November.
“The second study was issued to see if people’s impressions and feelings of home have changed over the past six months as we continue adjusting to life in a pandemic,” says Slavik-Tsuyuki. “We expanded the choices in some of the questions based on learnings and insights gathered since the first study, specifically health, wellness, and new-home shopping behaviors, and how they may have changed. We can confidently report that most of the changes we saw are indeed sticking, and responses from the new questions we asked are strong, insightful, and reliable.”
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