Focus Group Findings :Focus Group Findings :Three Design ComparisonThree Design ComparisonCompany Y, Location SCompany Y, Location S

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

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

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

Key FindingsKey Findings

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

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

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”

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

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

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

REACTIONS TO CONCEPT D Positives

Modern looking All flats getting a good view

Negatives Looks like a commercial complex Monotonous design

REACTIONS TO CONCEPT B Hardly any positives

Negatives Very common Old fashioned design Lobby might be huge but small flats

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

Reactions to Individual Elements

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

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%)

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”

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

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 +

Appendix: Appendix: RESEARCH CONCEPTS USEDRESEARCH CONCEPTS USED