Consumer and Product Insights | John Burns Real Estate Consulting

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 Insights. Consumer and Product Insights 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.

Consumer and Product Insights

Nationwide Sample

We collected 23,720 responses across the nation for Consumer and Product Insights. Between all five reports, we have access to over 100,000 total responses in our past survey database.


37 builders and developers by invitation only join in our survey work each year by sending an e-mail to their prospective shoppers.

E-Mail Survey

Our Consumer and Product Insights survey includes 140 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 Insights 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:


Shopper Profiles

  • Shopper demographics
  • Pets
  • Current home

The Shopping Process

  • Motivations and obstacles
  • Shopping behavior
  • Realtor use and alternatives
  • Information sources

Community Details

Location and Community

  • Proximity preferences
  • Commute tolerance
  • Lifestyle
  • Community design


  • Amenity preferences
  • HOA tolerance


  • Outdoor spaces and lot sizes
  • Size and price
  • Design
    • Attached versus detached
    • Home layout and configuration
    • Multigenerational options
  •  Features
    • Offices
    • Kitchens
    • Bathrooms
    • Basements and storage spaces
    • Laundry rooms
    • Drop zones and mud rooms
    • Garages
    • Additional features for additional cost
  • Style (interior and exterior)
  • Faucets and fixtures
  • Home technology


  • Sink and faucet design
  • Cooktops, oven types, and other cooking accessories
  • Dishwashers
  • Appliance finishes
  • Cabinets
  • Kitchen and bathroom countertops
  • Doors and hardware
  • Windows and sliders
  • Bathroom features and tub design
  • Flooring, ceilings, and trim carpentry
  • Closets
  • Staircases
  • Fireplaces

*Data from our 2016 Consumer and Product Insights Survey


Interested in Consumer and Product Insights?

To learn more about how you can better develop your next community, marketing strategy, or new product design, please contact any of our consulting professionals.