Evidencing the demand for single family housing and BTR

CHALLENGE

Apache has ambitious plans to deliver Present Made of Eddington. High quality, sustainable rental homes that will be created alongside of a range of indoor and outdoor amenity and social spaces, as part of a new neighbourhood located north-east of Cambridge. Conductor was appointed to evidence the target audience and demand for single family housing and BTR of this scheme, for use in strategic decision making.

RESPONSE

We combined qual and quant; first carrying out demographic research to understand and outline the size and shape of the single family rental market - identifying the target audience demographics.

We then conducted surveys, deep diving into audience demographics and psychographics to ascertain their current situation and preferences.

Through social listening we learned more about Eddington and Cambridge; its community, issues and positive attributes, helping us to gain a deeper understanding of what makes the place and its people.

As a final step, we brought together all of the research into a bespoke set of participant profiles of the future residents of Present Made Eddington, to be used in design, allocation of amenity spaces, activation planning as well as for marketing and leasing strategies.

IMPACT

Present Made used the insight to inform strategic decision making around the project’s positioning and product development, ultimately, informing and shaping the end product.

The scheme received planning committee approval in September 2022. Present Made of Eddington, which is being delivered in partnership with the University of Cambridge, will provide 373 rental homes, including the UK’s first family houses to be purpose-designed and -built for rent.