Add value to your bottom line by knowing what home shoppers want in their next home and community.

We offer a comprehensive consumer research program for the US real estate industry called Consumer and Product Insight. Consumer and Product Insight reveals what consumers want and will pay for in a home and community today across the country. We also offer custom services to complement this work.

Nationwide Sample

We collected over 29,000 responses across the nation for Consumer and Product Insight. Between all four reports, we have access to over 80,000 total responses in our past survey database.


30+ builders and developers by invitation only join in our survey work each year by sending an e-mail to their prospective shoppers. Our partners also include large sponsors like Zillow, Kohler, and Owens Corning.

E-Mail Survey

Our Consumer and Product Insight survey includes over 100 questions and several hundred variables regarding shoppers’ opinions on their next home and community.

Nationwide Consumer Resource

We conduct quantitative and qualitative work throughout the country. We specialize in consumer research for the real estate industry.


Insight Customized to Increase Your Bottom Line

Consumer and Product Insight is a “focus-forward” study that real estate practitioners can use for strategic decisions. We can customize the information to meet your needs. Fantastic insight on:


Architectural Design

  • Interior Specifications
  • Exterior Specifications
  • Brand Preference


  • Kitchen
  • Bathroom
  • Outdoor spaces
  • Great space
  • Architectural style
  • Yard preferences
  • Energy efficiency
  • Home technology
  • Specifications like:
    • Doors
    • Windows
    • Faucets
    • Appliances
    • Flooring
    • Sinks
    • Brand Favorites

Community Details


  • Community amenities
  • Lifestyle


  • Interior style preference
  • Exterior style preference
  • Texture
  • Color


  • How they live
  • How they shop
  • What they value



  • Green
  • New Home Advantage
  • Information

Consumer and Product Insight Webinars

Every quarter, we provide exclusive webinars revealing a small preview of Consumer and Product Insight. All webinars are presented by Mollie Carmichael, Principal.
**start each video around the 10 minute mark to skip to webinar**

Design Summit Insights

Design is a collective, perpetual enterprise.

Mollie Carmichael, Principal was recently featured as an expert speaker at Tri-Pointe Group’s recent Design Summit. Here are some of the highlights:

What’s in a Home?

The summit kicked off with an exercise where each participant shared a photo of their favorite place and described why it was special. As photos of backyard patios and family vacation spots were presented, common themes started to emerge, including the home as a gathering space. A place to spend time with family members, friends, and loved ones (yes, that includes pets). Somewhere to watch your children grow. Somewhere to connect and make new memories. A place of comfort and retreat, where you could renew and refresh.

As Mollie Carmichael of John Burns Real Estate Consulting reflected, “no one talked about walls. They talked about experiences, and how their homes and spaces made them feel.”

Shouldn’t a home be a buyer’s favorite place, one that creates these very experiences and emotional responses?

Quick Insights:

  1. Be bold, get outside the box. Push the status quo. Some great insights that were shared include the desire to include more people at the beginning of the design process, and question the process constantly. And our favorite, normal isn’t good enough. Well said! Speaking of bold, one participant even said, don’t be afraid to push the pause button if there’s an opportunity to make it better.
  2. More input from more places, earlier in the process. This insight was crystal-clear, as attendees weren’t shy with their opinions. One comment in particular hit home: We have way too much talent in the company, now there’s an avenue to be able to share ideas and failures. And the pointed reminder to look for inspiration outside the industry vs. what everyone else is doing.
  3. More market research and target demographics. Our expert speakers made it apparent that gathering and utilizing this information is crucial, and participants reflected on this in their takeaways like, more thorough research at all phases of design, from land planning to product design to sales, and adjust our use of research to better anticipate future consumer trends and demands.

Read More about the Design Summit

Interested in Consumer and Product Insight?


Mollie Carmichael To learn more about how you can better develop your next community, marketing strategy, or new product design, please contact Mollie Carmichael at (949) 870-1214 or by email.