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model behavior, how people act, think and shop in a model home

Our Research Methodology

Markets

Chicago, IL
Denver, CO
Raleigh, NC
Tampa, FL
Phoenix, AZ

Builders

9 Builders

Homes

28 model homes

Average price range

$200,000-$450,000

Shoppers

323 shopping groups observed

Video

1,000 hours of videotape

Interviews

153 shoppers interviewed

68 one-hour shadow shopping and scrapbook experiences

Phoenix   Cornerstone Homes and Development

Denver   US Home   I   KB Home

Chicago   William Ryan Homes   I   Town & Country Homes

Raleigh   Drees Home   I   Lennar Homes

Tampa   MI Homes   I   Bruce Williams Homes

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