Tavistock Group is a real estate developer based in Lake Nona, FL. The company engaged Integrated Insight to help with several projects including future Active Adult developments and golf and country club condo opportunities. Active Adult research focused on understanding where “soon to retire” adults – both domestic and international – consider where to retire, and the types of communities that would have the most appeal. Specific objectives included segmenting the market in terms of retirement preferences; determining specific interests of upcoming retirees regarding geographic location, type of home, and community amenities and preferences; understanding the appeal of proximity to world class health and wellness entities, high wage jobs, and life sciences educational opportunities; and reaction to specific concepts, benefits or features.
Given its proximity to the USTA tennis center in Lake Nona, Tavistock was considering expansion of its golf and country club residential opportunity and looked to Integrated Insight to help define the primary target for condo ownership and interest in purchasing either a primary or second home in the area. The research helped inform the proper mix of homes, condos, and condo-hotel units to help serve both domestic and international audiences.
Concept Testing, Demand and Revenue Forecasting, Segmentation Studies