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Focus Group Findings :Focus Group Findings :Three Design ComparisonThree Design ComparisonCompany Y, Location SCompany Y, Location S
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RESEARCH OBJECTIVES
Comparison of three proposed design concepts Aspects of overall design Elicit reactions to features like views, balcony, terrace
design, ventilation etc.
Comparison of the proposed design concept vis-à-vis other designs
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RESPONDENT PROFILE Common Characteristics
SEC A, Age 30-40, Senior Managers OR Businessmen Disclosed Salaries between 1-2 lac per month
Couples since the decision is usually a joint one Each focus group will have 3 couples
Budget for new house : 1 Crore & Above
Current Residential Location Group 1 : Residing in Location S Group 2 : Residing in Bandra to Mahim
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CONCEPTS A total of six concepts shown
3 of Leading Architect (Concept A, Concept B, Concept C) 3 Company Y concepts (Concept D, Concept E, Concept F )
Concept D : Single Tower Concept E : Two Towers Concept F : Two Towers Connected
Concept Showing Process Individual rating of all six. Company Y concepts (coded
D,E,F) discussed in-depth Sequence rotation for the second group
P.S. : Leading Architectconcepts were fully fleshed out , with a lot of detail. On the other hand Company Y concepts were partially fleshed out, and a lot of detail pertaining to residential living was absent
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Key FindingsKey Findings
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INDIVIDUAL RATING: AVERAGE SCORE
GROUP 1(Average Score)
GROUP 2 (Average Score)
Concept A 8.5 8.5
Concept B 5 6.5
Concept C 6 7
Concept DSingle Tower
6.5 6.5
Concept E2 Towers
7.5 7.5
Concept FConnected 2 Towers
7 6.5
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OVERALL RANKING OF CONCEPTS
1. Concept A 2. Concept E : Two Tower3. Concept F: Connected Two Towers4. Concept C5. Concept D : Single Tower6. Concept B
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REACTIONS TO CONCEPT A Only positives, no negatives
Beautiful design Unique Less monotonous lines Looks residential Everybody has their own view Full access to light/ air Not too many flats per floor – no cluttered/ congested feel
“Like Eiffel Tower”
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REACTIONS TO CONCEPT E (2 TOWER)
Positives Modern design Round building …breaks monotony of straight lines in
building design Nice complex…garden, pool etc. Seems to have all modern amenities Better than concept D which has only straight lines Better than concept F – less cluttered feel
Negatives Since the concept is not fully fleshed out and details
pertaining to residential living are not prominent, the concept looks like a commercial complex to some respondents although lesser than concept D and F
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REACTIONS TO CONCEPT F (CONNECTED 2 TOWERS)
Positives Round building looking nice…breaks monotony of straight
lines Modern Design
Negatives Connected buildings not liked – gives a cluttered and
congested feel Lots of closely spaced flats , often overlooking each other Makes it look more like a commercial building.Like a modern call
centre example : Mindspace, Malad
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REACTIONS TO CONCEPT C Positives
Spacious Greenery, Pool, Fountain…..
Negative Too many flats on the same floor, might get congested Too many wings in the complex
During some building/ complex celebration people will step on each other’s toes.
Building design common- only straight lines
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REACTIONS TO CONCEPT D Positives
Modern looking All flats getting a good view
Negatives Looks like a commercial complex Monotonous design
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REACTIONS TO CONCEPT B Hardly any positives
Negatives Very common Old fashioned design Lobby might be huge but small flats
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CONCEPT E PREFERRED OVER CONCEPT E PREFERRED OVER THE OTHER THE OTHER Company Y Company Y DESIGNSDESIGNS
This concept was liked best out of all three.This concept was liked best out of all three.
It was considered modernIt was considered modern
It was considered more unique than concept D and less congested It was considered more unique than concept D and less congested
than Fthan F
Balconies picked up spontaneouslyBalconies picked up spontaneously
Glass seemed to add to the design and merge seamlessly with it Glass seemed to add to the design and merge seamlessly with it
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Reactions to Individual Elements
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REACTIONS TO ELEMENTS Balconies
Prefer covered ones; for security; for prevention from dust etc. Open balconies used for drying clothes etc; spoil the look of the
building
Two options for the terrace Terrace should be partially covered Terrace should be covered to prevent rain, but allow light
Cross ventilation Was not an issue even when the flat plan shown “with such a lot of open space and greenery around, it will not
be a problem” Perception that towers do not ventilation issue
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PREMIUM ASSOCIATED WITH DUPLEX FLATS
Duplex Flats Top Floor Duplex preferred to Ground Floor Duplex One can have ones privacy on terrace but not so for ground
floor garden (people from other floors can see)
Ground Floor duplex with private gardens 20-25 % premium over normal flat rate
Top floor duplex with private terraces 30-35 % premium over normal flat rates Some respondents gave it the same premium as ground
floor (20%)
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REACTIONS TO VIEWS Overall reaction to views was great
“like Lonavala..” “You don’t get this kind of view in Mumbai city” “Very open….and green”
Reactions to Refinery Some were indulgent….it is far…so not a problem Some cautious…..’this can lead to diseases in the future’
Reactions to Rehab :Generally Negative Most felt that “No, but nobody would want to look
out…cant live overlooking this” Some respondents felt that “Will not matter from 6th
floor”
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THE VIEWS
Building Complex
Playground ViewFacing West – good in view of Vastu*
Rehab View
Approach Road View
Hill View
*vastu /vas·tu/ (vahs´too) [Sanskrit] a traditional Hindu system of space design whose purpose is to promote well-being by constructing buildings in harmony with natural forces
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PREMIUMS ASSOCIATED WITH VIEWS
Building Complex
Playground ViewRate : 10,000 +
Rehab ViewRate : 6,500 +
Approach Road View
Rate : 9,500 +
Hill View
Rate : 9,500 +
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Appendix: Appendix: RESEARCH CONCEPTS USEDRESEARCH CONCEPTS USED