Case study: Taylor Wimpey
Inside the head of the home buyer
The challenge
Taylor Wimpey are one of the largest and most well-known housebuilders in the UK. They have a strong regional presence across the country and completed the sale of around 15,000 new homes last year. The Government continues to support the strategic importance of home building with all indications suggesting that the residential construction sector will continue to be in growth for some time to come.
In an increasingly competitive category, grabbing the attention of potential new home buyers is a challenging dilemma for marketeers in this sector. Home buying is a complex emotional, functional and financial decision and one that does not come around very often. The average consumer moves home just 7 times in their lifetime and the average age of a first-time buyer in the UK is now 34 years. Being a top-of-mind and appealing brand for potential new home purchasers is clearly vital therefore to ensuring a heathy sales pipeline. It can be hard to demonstrate a direct and immediate Return on Investment from campaigns that seek to influence high level brand consideration.
The solution
We have been working intensively with Taylor Wimpey on a range of strategic and tactical projects since Spring 2020. In conjunction with a multi-channel ad campaign last Summer, Eureka! designed a research tracker to assist in the measurement and evaluation of the investment. There were three phases of fieldwork broadly coinciding with the start, middle and conclusion of the campaign.
Careful consideration had to be given to the target audience for the research. Interviews were completed with ‘In Market’ adults across the broad demographic profile and regional footprint of most relevance to Taylor Wimpey. We also had to be mindful of capturing the views of consumers who already live in a new home property as logic says that this audience are likely to favour a new build construction in the future. In total, Eureka! undertook over 1,200 surveys with this niche segment of potential buyers.
Tools
Customer segmentation
Online surveys
Services
Competitor analysis
Brand research
Customer journey
Ad evaluation
Eureka! have very quickly become valued partners for the marketing team at Taylor Wimpey. They have helped us get more inside the head of our potential buyers and also current customers. Dave and Richard are always quick to respond to our business requirements and I particularly value the format of their research reports which are so easy to digest. Because they are experienced researchers, they can extract the key results for us and help us form judgements on the best course of action. It’s a five-star service!
Anna Powell, Head of Marketing
Eureka! have very quickly become valued partners for the marketing team at Taylor Wimpey. They have helped us get more inside the head of our potential buyers and also current customers. Dave and Richard are always quick to respond to our business requirements and I particularly value the format of their research reports which are so easy to digest. Because they are experienced researchers, they can extract the key results for us and help us form judgements on the best course of action. It’s a five-star service!
Anna Powell, Head of Marketing
The Eureka! moment
By carefully tracking brand equity measures during the ad campaign, it was possible to provide evidence that above-the-line marketing can have a positive and tangible influence on brand consideration in the property category. This information is useful when deciding the direction of investment with internal stakeholders, some of whom are more accustomed to a more local, hyper-tactical marketing strategy.
More in-depth analysis of the data also reveals some interesting perception differences across the competitive set. This has challenged some internal perceptions about what the brand can – and should – stand for. We are continuing to work with Taylor Wimpey on specific studies examining the value that consumers place on specific construction attributes and how they trade-off certain property features.
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse of our website to discover how we can solve your business conundrums.
We’d love to bounce some ideas around with you
Either get in touch with us below or have a further browse or have a further browse of our website to discover how we can solve your business conundrums.
Eureka! Research
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Lichfield | Staffordshire | WS13 7AU
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