Market Research in Practice
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- Belinda Harmon
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1 Market Research in Practice Residential Market Research and Region of Peel Case Study FCM February 11, 2010
2 Presentation Overview Highlights of residential market research studies How market research changed the Region of Peel s program Development of new program components Monitoring and preliminary feedback Lessons learned
3 Market Research Studies 4 studies represent a total sample size of 250 owner-occupants of single-family residential dwellings across GTA municipalities. Over 80,000 responses analysed. Very high, statistically significant, correlation of responses across all four study samples.
4 Methodology Research Sample Research testing for: o Values and perceptions as they pertain to residents home landscape, water use, lot-level stormwater management BMPs, and sustainable practices. o Landscaping practices and other issues related to water use and lot-level stormwater management. o Where residents go and who do they trust for landscape related advice. o Constraints and opportunities within the target market. o INTRINSIC HELD BELIEFS
5 Intrinsically Held Beliefs What are they? Why are they important/relevant?
6
7 RESIDENTIAL MARKET RESEARCH HOME & LANDSCAPE - MISSISSAUGA What does your home mean to you? % frequency Safe Family Peace Life Happy Shelter Castle Investment Wom en Men Total
8 RESIDENTIAL MARKET RESEARCH HOME & LANDSCAPE - MISSISSAUGA What does your home's landscape mean to you? % frequency Beauty Peace P ride Impo rtant Wo rk Reflects Us Green Tidy Total Wom en Men
9 Market Research: Key Findings Very negative perceptions of water efficient, natural, naturalized, sustainable, and water wise landscapes Limited understanding of native plants, watersheds, and water wise or water efficient gardening/landscaping; Strong emotional connection to their home and landscape with aesthetics the principal driver for the decisions they make regarding their landscape; Beauty is identified as the most important quality of resident s home landscape.
10 RESIDENTIAL MARKET RESEARCH IDEAL VS NATURALISED Ideal landscape Naturalised landscape TYPE 1 Incremental change (50/121 or 41%)
11 RESIDENTIAL MARKET RESEARCH IDEAL VS NATURALISED Ideal Landscape Naturalised Landscape TYPE 2 Less colourful (30/121 or 25%)
12 RESIDENTIAL MARKET RESEARCH IDEAL VS NATURALISED Ideal Landscape Naturalised Landscape TYPE 3 Chaotic (26/121 or 21%)
13 RESIDENTIAL MARKET RESEARCH IDEAL VS NATURALISED Ideal Landscape Naturalised Landscape TYPE 4 Nature positive (12/121 or 10%)
14 RESIDENTIAL MARKET RESEARCH IDEAL VS SUSTAINABLE LANDSCAPE What does your home's/a sustainable landscape mean to you? Nature Affordable Enduring Easy/Work Important Pride Sustainable Home Peaceful Beauty % frequency
15 RESIDENTIAL MARKET RESEARCH BARRIERS TO SUSTAINABLE PRACTICES SPECTRUM OF RESIDENTIAL LANDSCAPE AESTHETIC Homeowners Aesthetic Motivation Highly controlled First stage Second stage Third stage Forth stage Sustainable Chaotic view of sustainable landscapes Significant loss view of sustainable landscapes Incremental change view of sustainable landscapes Nature positive View of sustainable landscapes
16 Barriers to Water Efficiency Aesthetics ( beauty ) is the principal driver for decisions homeowners make regarding the design and maintenance of their home landscape. This deeply held aesthetic motivation defines a beautiful landscape as one with: o A manicured, green, weed-free lawn o Lots of colour, primarily provided by flowers (principally annuals) o A neat, tidy appearance o Good design and an organised layout This underlying aesthetic motivation leads homeowners to unsustainable behaviours. Residents motivations are emotional, not rational.
17 Examples: Response to Photos - Backyards 6.7/10 7.2/10 8.5/10 6.7/10
18 Examples: Response to Photos - Gardens 7.2/10 6.4/10 6.5/10 5.8/10
19 WHAT DOES IT MEAN?
20 How Peel Revised it s Program WATER EFFICIENCY EDUCATION AND OUTREACH PROGRAM Integrating Market Research WATER EFFICIENCY MARKETING CAMPAIGN AND OUTREACH PROGRAM
21 How Peel Revised it s Program PROGRAM IDENTITY: Water Wise Gardens / Landscapes Integrating Market Research Fusion Gardens / Landscapes
22 How Peel Revised it s Program LEAD MESSAGES: o Water one-half Inch twice a week o Water Wise Wednesdays o Water before 10 AM and after 4PM o Use a rain gauge o Plant native or drought tolerant plants o Apply compost and mulch o Aerate and top-dress lawn Integrating Market Research o Your fusion garden oasis awaits o Imagine the beauty of your own fusion landscape o Considering your wants and needs o Sketching out your dream garden o Selecting sensational plants and flowers o Creating your very own fusion garden
23 How Peel Revised it s Program Landscape Assessment Service: o Focus on outdoor water saving approaches and tips o Lawn and garden care advice to reduce water use o Tools ; rain gauge and outdoor watering conservation kit Integrating Market Research o Capturing resident s vision for their front and back yard o Provide an overall landscape plan for front and back yard o Plan includes landscape sketch, plant list and placement o Integrate resident s vision with water efficient landscape designs and recommendations o Meet aesthetic, maintenance and functional needs
24 How Peel Revised it s Program Lawn and Garden Workshops: o Native Plants o Xeri-scaping: Fad or Necessity o Trees: Don t be Stumped o Trees: Made in the Shade o Serenity in the garden o Planting a Full Season Organic Vegetable Garden Integrating Market Research o Natural landscapes: A New Approach to Design o Introduction to Organic Vegetable Gardening o More Colour, Less Grass: Creating New Gardens o Flower Power: Achieving Year Round Perennial Colour o Blooming Butterflies: Best Perennials for Butterfly Garden
25 How Peel Revised it s Program
26 How Peel Revised it s Program
27 How Peel Revised it s Program
28 How Peel Revised it s Program
29 New Program Component Sustainable Residential Landscape Study Focus on single-family residences which represent highest outdoor water users on a per capita basis Homes in the area are of mixed age (1950s through 1990s) and represent a typical suburban community of existing homes. The demographic is mixed: blue collar, high school/college education, middle income white collar, university educated, ranging from upper-middle to upper income
30 Sustainable Residential Landscape Study Highway 403 Town of Oakville City of Toronto Lake Ontario
31 Sustainable Landscape Study First study of its kind in Canada 3 to 5 year study of the effects of new sustainable residential landscape design and outdoor water use. Marketing and Promotion Landscape Consultation Service Community Visioning and Outreach Fusion landscapes and Feature Homes Demos Strategic Partnerships Monitoring and Evaluation
32 Sustainable Landscape Study Critical to monitor the progress and patterns of water use to effectively determine program impact and success Comprehensive monitoring and evaluation: Areas include; study, control and sub control Benchmark and historical water use data Weekly water meter reading (sample) Video and photographic catalogue of all homes in the study Preliminary Feedback Positive Workshops Consultations Community visioning session
33 Lessons to Date Out of the box initiatives mean longer approval times with required revisions and compromises be prepared with the business case. Secure program support from senior management and political leaders. Adapt as necessary - emotionally focused marketing and advertising is new for municipalities and will require time to adapt. New approaches require on-going program modifications and continuous improvement.
34 What we ve learned Before we can expect homeowners to change their home landscape and the ways in which they maintain it, we must first capture their interest. Marketing must come before education reach individuals on and emotional and intrinsic level and they will seek information. Create buzz and excitement a new renaissance in landscape design fusion landscapes: the latest trend in residential landscapes. Give homeowners an aesthetic vision they can embrace while making the right environmental choice. Appreciate that eco-chic is a step toward real, meaningful environmental thinking and action. Once individuals experience the beauty and vibrancy of a sustainable landscape, they will move along the continuum of environmental stewardship.
35 Your fusion garden oasis awaits
36 QUESTIONS?
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