To estimate the demand for a new residential property and accordingly fine-tune the targeting and pricing strategy

A holistic research involving Quantitative Survey Findings, Secondary Data (e.g. macro-economic factors, historical data trends & predictions by real estate consultants etc.), Conjoint Research and Probability Modelling to help the client in identifying the demand potential for its new property and ultimately achieve it.

The research helped the client measure the potential demand for one of its new residential properties and simulate various scenarios; how many units it is going to sell at various price points? How the demand is going to stack over a period of time? What will be the mix of properties (Number of 1, 2 and 3 bedrooms), what should be the media spends to get the desired number of units sold?

Along with demand estimation, research could also provide the optimum feature combination maximizing the preference for the project in a competitive context. It also established and validated multiple hypothesis and provided SWOT analysis and strategic way forward in terms of marketing mix.

The insights were used by the client as a critical input for re-looking at the pricing and communication strategy for the project.

Monitoring tenants and corporate client’s satisfaction in each of client’s communities across the different customer journeys – from the moment they enquire about a property till they move out.

A holistic research composed of 2 aspects:

• Transactional satisfaction research whereby customers satisfaction is measured after every interaction (eg. Move in, move out, maintenance requests, complaints, etc.)
• Relationship satisfaction research – satisfaction with the living experience in the community: infrastructure, facilities offered, quality of unit, communication with community management, etc.

Design: Online questionnaire automatically triggered and sent to customers every time they complete a transaction. Integration of our survey platform with the client CRM system to allow seamless collection of customer feedbacks and closing the loop with unhappy customers.

The research helps the client measure the satisfaction levels of its customers with the services provided across the entire customer journey and across communities. The research allows the community management teams to monitor their performance in real time (via live Dashboards), identify areas of improvements and take necessary measures to provide the most optimal experience to their customers.

Detractor recovery module especially, flags unhappy customers – a ticket is raised and assigned to predesignated staff for prompt resolution. The insights are used by the marketing team as well as the Asset management teams to continuously improve customer experience.

Brand Architecture Research – How to transition from the current perception of an investment conglomerate and holding company that passively “hosts” its vertical brands into a respected and powerful, consumer facing brand/a powerful real estate brand recognized as a strong contributor to Dubai diversified economy

Holistic research involving Qualitative insight generation phase followed by Quantitative Brand Equity Measurement & Equity Flow between Parent Brand & its Verticals, to help the client transition into the new brand architecture, ensuring consistency across all its verticals.

Design: Internal stakeholder interviews, Expert interviews (business community, key opinion leaders, government entities), interviews among brokers, customers of the client, their business partners and the general public.

The research helped the client measure its current brand equity in a competitive context, the current strength of association/linkage with its verticals and the current equity flow pattern between the client holding company their verticals.

The research was also used to evaluate the client’s new brand architecture (including new logos, mood boards & brand symbols) and its impact on brand personality, image & values. Also, the impact of new client architecture on all its Verticals, through brand endorsement & brand stretch evaluation.

The insights were used by the global branding agency, as a critical input for re-positioning the client and their verticals, as a consumer-facing brand and also communicating its association with social causes & initiatives.

“We have very much appreciated your entire team’s support and professional outcome on the research. The research piece is thorough, well thought through, good flow, comprehensive and ticked all our boxes on past insights as well as paving the way forward for the future.”

“We would like to thank each one of you for taking part in today’s brand workshop, helping us validate our brand insights and positioning, as well as sharing with us your valuable feedback and recommendations.”

Vice-President, Marketing