The focus group compared three design concepts from a leading architect and three concepts from Company Y. Concept A from the leading architect was the highest rated. Of the Company Y concepts, Concept E featuring two towers was preferred over the single tower Concept D and connected towers Concept F. Balconies, terraces, and views were important elements. Duplex flats were seen as commanding a premium, with top floor duplexes preferred over ground floor. The amount of premium associated with different views was also assessed.

1. Focus Group Findings :
Three Design Comparison
Company Y, Location S

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

5. Key Findings

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

15. Reactions to Individual Elements

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

20. PREMIUMS ASSOCIATED WITH VIEWS
Rehab View
Rate : 6,500 +
Approach Road Hill
View View
Building Complex
Rate : 9,500 + Rate : 9,500 +
Playground View
Rate : 10,000 +

21. Appendix:
RESEARCH CONCEPTS USED