Which condo layouts residents actually want, and why

A developer and its interior-design partner needed evidence before committing new suite layouts and upgrade options to a design brief. My practice designed, fielded and analyzed a survey of 575 prospective residents in the Greater Toronto and Hamilton Area, combining MaxDiff preference share, latent class segmentation, TURF analysis and click-on-plan diagnostics that let people say exactly where a floor plan worked or failed. Residents put storage first, then natural light and separate spaces for separate activities. Attractive upgrades that cost counter or closet space lost support once the trade-off was visible. The wide one-plus-den plan won, seven preference segments showed why upgrade packages should be chosen project by project, and the study surfaced a net-new furnished-package revenue opportunity.

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