Research Briefings

What is qualitative research?

Qualitative research is the process of collecting and analysing non-numerical data to understand how people perceive and give meaning to their social reality. It gives you the “why” behind the numbers. It reveals the underlying behaviours, perceptions, and feelings that drive property buyers toward particular decisions and not others.

How we do it

Twice a year we run focus groups with Queensland property buyers at different stages of life to gain behavioural insights. We use female-only focus groups as they drive the purchase decision, emote better, and know what is happening inside the household.

We recruit current homeowners or people looking to buy depending on the research topic. This is based on the behavioural model we created and that has underpinned every focus group we have conducted (see the Lifetime Property Cycle briefing for more information).

What can it do for your business?

This is ground-breaking research and has been used by major developers and governments since 2015 to better meet the expectations of the community and buyers. It helps provide a fuller picture of the mindsets of prospective buyers and the community, which can be leveraged to refine your project positioning and marketing as well as inform design.

Topics

Briefings are available on the following research topics: 

• The lifetime property cycle (what housing appeals at what lifestage)
• Internal housing features favoured by buyer lifestage
• External amenity needs by buyer lifestage
• Buyer preferences for compact housing typologies 
• Interstate migration: the buyer’s journey to a house purchase.