On October 4, 2023, an in-depth Focus Group was held through the NWO Innovation Centre to obtain key research towards the beginnings of a local seniors’ housing project. The main goal was to gather statistics, information and opinions from a small representational group of volunteers who resided within the city & surrounding rural communities. The group consisted of eleven people aged 55 plus (a mix of both men, women, singles and couples). The two-hour study included a number of handouts and open-table discussions, and was led by two members of the NWO Innovation Centre, Judy Sander and Carole Long.
Based on proposed plans, Sander and Long worked diligently alongside James Collie (lead developer the project) and Miranda van den Berg (graphic designer). Together they all came up with a selective list of questions, specified details on the physical qualities of the proposed development, and a few initial branding samples, in order to gain insight on response towards the project.
Overall, the Focus Group study presented a positive outcome on plans towards the development. Valuable insight was gained through key feedback, which encouraged the development forward in several aspects.
Key topics discussed included:
• The concept of Life Leasing (in comparison to rental)
• The design of the proposed Garden Homes (Duplexes) / Villas (Townhomes) including exterior & interior properties
• Two proposed branding concepts including name & logo for each, plus a website mockup (Home page)
• The proposed services & fees associated with Life Leasing a home within the development
• Additional (miscellaneous) questions (ie. pets allowed, preferred appliances)
Key observations:
• Most understood the concept of Life Leasing, and with positive reaction (in comparison to renting or purchasing a stand-alone home)
• ‘Community-oriented’ & ‘maintenance/worry-free lifestyle’ would be key features in the success of this development. This came up several times during various conversations and were valuable features to keep at the forefront of future promotions & discussions
• Positive feedback on the website mockup (Home page), both aesthetically & informatively
• Of the two branding concepts, 100% of the participants preferred the traditional & classy logo vs modernistic logo. As for the development name, this would need to be continuously explored, separately from the branding visuals
• ‘The devil is in the details’ – there were many questions on the specifics of the development including details of floor plans, the services & monthly fees, and pricing/affordability factors
We’d like to acknowledge our thanks to Judy Sander and Carole Long, along with the NWO Innovation Centre, for assisting in and leading this Focus Group study. It was a key component towards the beginning stages and planning of this development.