500
renters surveyed across four geographies
Chelmsford Garden Village
Challenge
The JV between Oaktree and Greycoat required rigorous, evidence-based understanding of the rental market in Chelmsford to inform the product offer, tenure mix and positioning strategy for Chelmsford Garden Village - a significant-scale Single Family Rental development.
Response
Conductor deployed a multi-method research programme combining demographic analysis, a 500-person psychometric survey, focus groups, social listening, resulting in bespoke customer profiling. Drawing respondents from Chelmsford, Essex, London and surrounding counties, the research built a detailed picture of demand and resident preferences.
Impact
The research identified a potential market of c.40,000 households and confirmed 88% appeal among target audiences, with 95% of renters willing to make sacrifices to live in a quality managed home. Findings directly shaped product design, rent positioning and go-to-market strategy.
88%
appeal rate among target audience
95%
of renters willing to sacrifice for a quality managed home
40,000
household potential market identified