Planning social housing needs and housing market research training

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1 êáóç³é³ï³ý ݳϳñ³Ý³ÛÇÝ ÐÇÙݳ¹ñ³Ù Social Housing Foundation Planning social housing needs and housing market research training Part 2 1

2 Main issues to address before starting project planning Who? Whom? What? How? Why? When?? (4-w, 1-h) 2

3 Needs assessment Current situation Desired situation Need assessment 3

4 12 Steps of needs assessment planning 4

5 12 Steps of needs assessment planning 1. Confirm the issues (the problem) 2. Establish planning team 3. Establish goals and the objectives 4. Characterize the target group 5. Select the secondary data collection sources 6. Select the primary data collection methods 7. Determine your sampling scheme 8. Design and pilot collection instruments 9. Gather and report data 10. Analyze data 11. Manage data (to maintain and archive) 12. Create report and make presentation 5

6 5 steps of needs assessment simplified planning 1. Confirm the issue, problem 2. Plan research program 3. Collect and register data 4. Analyze data 5. Create report 6

7 Main methods of needs assessment We may use all methods, as well as some of them. Questionnaires and interviews Consultations with key persons Focus groups Research 7

8 Questionnaires Questionnaires include non-regulated open questions, aiming to identify problems related to the new service or product. 8

9 Focus groups The moderator holds a discussion with the focus groups following certain principles. 9

10 Segmentation for needs assessment 1. Type of client 2. Geographical 3. Demographic 4. Psychological 5. Beliefs and lifestyle 10

11 Segmentation for needs assessment 1. Type of client Consumers Businesses 11

12 Segmentation for needs assessment 2. Geographical Community level, regional, country level, international. 12

13 Segmentation for needs assessment 3. Demographical Age, sex, level of education, income, marital status, ethnic and religious status. 13

14 Segmentation for needs assessment 4. Psychological Customers purchasing power behavior Pressure from friends/ education Product or service attributes that also may be important for the customers Brand loyalty Purchasing power criteria, based on price or value 14

15 Segmentation for needs assessment 5. Beliefs and lifestyle Beliefs - religious, national or cultural values Lifestyle how they spend their free time, hobby, trainings, hospitality, etc. 15

16 Segmentation for Social Housing needs assessment in addition to previous segmentations. Main answer to the question Who Families with children Age Income size Disability 16

17 Team work Needs assessment planning for Social Rental Housing model Use also 5 main questions 17

18 Market research How to plan and implement? 1. Identify Research Purpose 2. Plan research 3. Data collection (primary and secondary) 4. Analyze data 5. Prepare a report about the results of the research 18

19 Types of data (secondary and primary) Secondary data collected from internal or external sources during other research may be useful during this one too. Primary data collected particularly for this situation and from relevant sources 19

20 Market research methods 1. Surveys 2. Focus groups 3. Personal interviews 4. Observations 5. On-site testing 20

21 1. Surveys Market research methods face to face interviews allow to present the sample of the product to people and collect feedback from them immediately. This method can give great results( up to 90%), but is a very expensive method. telephone surveys are more affordable than face to face interviews. Meanwhile e-versions are more cheaper. This method gives less results, people do not like it. e-surveys are the most affordable method to appeal to a larger audience. But the results are small (3-5%). on-line surveys can give unexpected, as well as non reliable results. 21

22 2. Focus groups Market research methods The moderator conducts a focus group discussion for 1-2 hours, following certain principles. The discussions take place in neutral places and are video recorded. To get certain results, you must hold at least 3 focus group discussions. 22

23 Market research methods 3. Personal interviews Like focus groups, personal interviews also include non-regulated open questions. Interviews last about an hour, and are usually recorded. In this case, more subjective data is collected. It is a good way to discover the problems of a new product or service. 23

24 4. Observations Market research methods Customers observations in shops, at work or at home can reveal their real purchasing behavior. This type of research gives more reliable results. 24

25 Market research methods 5. ON-site testings Placing the new product in several shops we can test their behavior in real situations. 25

26 Team work Plan a market research for social rental housing 26

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