The Challenge

In a rapidly urbanizing Mumbai suburb, a leading real estate developer was preparing to launch a premium residential project targeting mid-segment buyers. However, the locality’s mixed perceptions—proximity to nature and infrastructure alongside distance from business hubs—meant the brand needed sharper clarity on how to position its offering meaningfully. The objective was to understand how different consumer cohorts navigate the home-buying journey—what drives or deters their choices, how they balance aspirations vs. constraints, and where this suburb fits within their larger residential dreams.

Our Approach

An integrated design combining depth and breadth:

• Quantitative survey (500 respondents): To map motivations, barriers, and prioritizations across a wider base of current and potential homebuyers.

• In-depth interviews: To unpack nuances of life stage, family needs, and financial planning—especially among intenders and recent buyers across price bands.

• Segmentation and profiling: Using AIDA-based journey mapping and preference matrixing across household types, intent levels, and zone preferences to isolate which value propositions truly land.

The  Impact

The study yielded a detailed needs-and-wants stack—revealing how various cohorts trade off lifestyle markers (safety, green spaces, amenities) against commute and flaunt value. Importantly, it provided the client with a clear visibility on which positioning zones the suburb could credibly own—especially for newly married and nuclear families. This matrix helped sharpen pricing ladders, amenity bundling, and message customization for the upcoming launch.