At a time when the property market is struggling with the rise in borrowing rates and high prices per m², Nexity wanted to explore the aspirations, obstacles and levers involved in buying property in order to develop a unique approach to intentional buyers. By gaining a better understanding of its prospects and customers, Nexity aims to better connect with its market and build its strategy around listening to customers.
Drawing on our expertise in BtoB and BtoC qualitative research, we conducted around thirty individual interviews with buyers of primary residences and investors. Our analysis focused on putting the results into a more comprehensive perspective, using TrendLab data. The socio-cultural analysis enabled us to put the statements made by private individuals and investors into perspective in order to identify key insights, understand the state of mind, the obstacles and levers, and test out proposals for new offers. Now anchored in global aspirations and faithful to a life-centric approach, the brand is working to better connect with intentionalists.
In-depth reflection on the brand experience, its charter and its variations to offer a coherent and aspirational customer journey.
Enriching offerings and providing a vision of the innovation strategy
