As This Land wanted to depart from the typical new development approach, Fabrick suggested a series of face-to-face focus groups (delivered under strict Covid social distancing measures).

The areas of interest were extended beyond the initial three – landscape, layout (clusters and road) and materials – to include sustainability, maintenance, parking, communal spaces, maintenance charges, safety and technology.

Fabrick also considered the location of the development and suggested the focus groups were additionally held in locations outside of the development area to ensure we reached the key groups that the desk-based demographic research had identified as potential areas where buyers could currently live.

They were held in the evenings with groups of 10 individuals carefully selected to meet identified criteria of potential buyers.

The face-to-face nature of the research allowed moderators the opportunity to discuss the various elements of the scheme with potential buyers and get honest and direct feedback.

Following the focus groups, Fabrick provided This Land with a detailed 78-page market research report. The report detailed all findings along with a series of observations and recommendations.