The Brief

Sekisui were seeking to explore the benefits of living in apartments to help understand the influential factors that will help guide marketing initiatives for their new developments in Sydney. The study was designed to test if the Australian dream was still the traditional detached home.

The Work

McCrindle worked collaboratively with Sekisui House to design a customised online survey instrument that would explore the costs, time and attitudinal qualities of Sydney residents, particularly comparing the differences between apartment dwellers and those who live in detached homes. The online survey explored key topics around the Australian dream, living preferences, home maintenance, household spending, and more.

Results & Deliverables

The survey results were delivered in a comprehensive report that was presented using visually engaging slides to clearly convey the findings to guide internal marketing initiatives. Then in collaboration with Sekisui House, the key findings were visualised into a thought leadership report and infographic to provide new content to assist in the national discussion around the future of apartments in Sydney. Fresh insights exploring ‘The New Australian Dream’ and the key benefits of apartment living were showcased in this visualised report which revealed the time and cost savings for apartment living and positioned Sekisui House as market leaders when it comes to understanding the influential factors behind attracting people to apartment living.