2. RESEARCH OBJECTIVES
Comparison of three proposed design concepts
Aspects of overall design
Elicit reactions to features like views, balcony, terrace
design, ventilation etc.
Comparison of the proposed design concept vis-à-vis other
designs
3. RESPONDENT PROFILE
Common Characteristics
SEC A, Age 30-40, Senior Managers OR Businessmen
Disclosed Salaries between 1-2 lac per month
Couples since the decision is usually a joint one
Each focus group will have 3 couples
Budget for new house : 1 Crore & Above
Current Residential Location
Group 1 : Residing in Location S
Group 2 : Residing in Bandra to Mahim
4. CONCEPTS
A total of six concepts shown
3 of Leading Architect (Concept A, Concept B, Concept C)
3 Company Y concepts (Concept D, Concept E, Concept F )
Concept D : Single Tower
Concept E : Two Towers
Concept F : Two Towers Connected
Concept Showing Process
Individual rating of all six. Company Y concepts (coded
D,E,F) discussed in-depth
Sequence rotation for the second group
P.S. : Leading Architectconcepts were fully fleshed out , with a
lot of detail. On the other hand Company Y concepts were
partially fleshed out, and a lot of detail pertaining to
residential living was absent
6. INDIVIDUAL RATING: AVERAGE SCORE
GROUP 1 GROUP 2
(Average Score) (Average Score)
Concept A 8.5 8.5
Concept B 5 6.5
Concept C 6 7
Concept D 6.5 6.5
Single Tower
Concept E 7.5 7.5
2 Towers
Concept F 7 6.5
Connected 2 Towers
7. OVERALL RANKING OF CONCEPTS
1. Concept A
2. Concept E : Two Tower
3. Concept F: Connected Two Towers
4. Concept C
5. Concept D : Single Tower
6. Concept B
8. REACTIONS TO CONCEPT A
Only positives, no negatives
Beautiful design
Unique
Less monotonous lines
Looks residential
Everybody has their own view
Full access to light/ air
Not too many flats per floor – no cluttered/ congested feel
“Like Eiffel Tower”
9. REACTIONS TO CONCEPT E (2 TOWER)
Positives
Modern design
Round building …breaks monotony of straight lines in
building design
Nice complex…garden, pool etc.
Seems to have all modern amenities
Better than concept D which has only straight lines
Better than concept F – less cluttered feel
Negatives
Since the concept is not fully fleshed out and details
pertaining to residential living are not prominent, the
concept looks like a commercial complex to some
respondents although lesser than concept D and F
10. REACTIONS TO CONCEPT F
(CONNECTED 2 TOWERS)
Positives
Round building looking nice…breaks monotony of straight
lines
Modern Design
Negatives
Connected buildings not liked – gives a cluttered and
congested feel
Lots of closely spaced flats , often overlooking each other
Makes it look more like a commercial building.Like a modern call
centre example : Mindspace, Malad
11. REACTIONS TO CONCEPT C
Positives
Spacious
Greenery, Pool, Fountain…..
Negative
Too many flats on the same floor, might get congested
Too many wings in the complex
During some building/ complex celebration people will
step on each other’s toes.
Building design common- only straight lines
12. REACTIONS TO CONCEPT D
Positives
Modern looking
All flats getting a good view
Negatives
Looks like a commercial complex
Monotonous design
13. REACTIONS TO CONCEPT B
Hardly any positives
Negatives
Very common
Old fashioned design
Lobby might be huge but small flats
14. CONCEPT E PREFERRED OVER
THE OTHER Company Y DESIGNS
This concept was liked best out of all three.
It was considered modern
It was considered more unique than concept D and less congested
than F
Balconies picked up spontaneously
Glass seemed to add to the design and merge seamlessly with it
16. REACTIONS TO ELEMENTS
Balconies
Prefer covered ones; for security; for prevention from dust etc.
Open balconies used for drying clothes etc; spoil the look of the
building
Two options for the terrace
Terrace should be partially covered
Terrace should be covered to prevent rain, but allow light
Cross ventilation
Was not an issue even when the flat plan shown
“with such a lot of open space and greenery around, it will not
be a problem”
Perception that towers do not ventilation issue
17. PREMIUM ASSOCIATED WITH DUPLEX
FLATS
Duplex Flats
Top Floor Duplex preferred to Ground Floor Duplex
One can have ones privacy on terrace but not so for ground
floor garden (people from other floors can see)
Ground Floor duplex with private gardens
20-25 % premium over normal flat rate
Top floor duplex with private terraces
30-35 % premium over normal flat rates
Some respondents gave it the same premium as ground
floor (20%)
18. REACTIONS TO VIEWS
Overall reaction to views was great
“like Lonavala..”
“You don’t get this kind of view in Mumbai city”
“Very open….and green”
Reactions to Refinery
Some were indulgent….it is far…so not a problem
Some cautious…..’this can lead to diseases in the future’
Reactions to Rehab :Generally Negative
Most felt that “No, but nobody would want to look
out…cant live overlooking this”
Some respondents felt that “Will not matter from 6th
floor”
19. THE VIEWS
Rehab View
Approach Road Hill
Building Complex
View View
Playground View
Facing West – good in view of Vastu*
*vastu /vas·tu/ (vahs´too) [Sanskrit] a traditional Hindu system of space design whose
purpose is to promote well-being by constructing buildings in harmony with natural forces