Anatomy of Home
The Anatomy of Home established a framework to expand brands’ share of home — the structure, expression and relation dimensions to win inside the four walls. Our report also established five emerging modern consumer segments, highlighting the beliefs and behaviors to tap into, and a brief for how to win with each. Finally, brands must think about where to win. That’s where Barkley’s Whole Brand philosophy comes into play. Simply put, a whole brand is an organization that treats everything it does inside and out as “brand” — driving ideas, efficiency, consistency and growth across the spectrum you see below.
The past year and a half yielded an unprecedented experiment in which our entire nation was forced to spend more time at home than at any point in their lifetimes.
A change of pace, of place and of perspective. Changes that impacted every single person in America, across every generation and demographic.
The result: a more intimate understanding of the role home plays in our days, in our lives and in our overall health. This experience will shape the very anatomy of home for the future. Brands can either tap into this understanding or ignore it.
As we found through qualitative and quantitative research, some found a closer relationship with their home and assigned more meaning to their home, and some found home to be not a place of positivity but a negative constraint, or, at best, just a physical shelter in which they experienced a year like no other. People also told us they see and will continue to see home like never before.
We set out to understand the experiences of different people and different homes, ultimately identifying five “Future Home Segments” and three key determinants of one’s experience in the home.
Our methodology included online diary work, uncovering daily behaviors, attitudes and relationships inside the home, in-depth qualitative interviews to better understand emerging people types and finally, a robust segmentation study that not only validated that a new era of home is upon us, but identified the segments brands should invest in engaging.
We answered three questions in this study:
What are the dimensions of the modern home?
What do we expect from our homes going forward?
How can brands grow their relevance in the modern home?
Read the full report HERE.
