ASBL, a real estate company in Hyderabad, has a research initiative ASBL You/Design. The company aims to capture the residential real estate industry by reshaping the landscape of home construction. It is dedicated to serving patrons through a customer-centric design approach, maintaining impeccable delivery standards, and engaging in proactive communications. In 2022, ASBL achieved annual sales of approximately Rs 1,250 crores, and by 2023, this figure surged to around Rs 2,000 crores.
Speaking of customer-centricity and proactive communication, the firm directed its focus on researching the perspectives of its potential customers, the modern-day homebuyers. This dedication gave rise to ASBL You/Design, a manifestation of the company’s commitment to understanding and addressing the evolving needs of the customers.
ASBL You/Design marks the inception of a unique research-driven approach to design and service. Positioned as the first of its kind, this research initiative operates collaboratively, aiming to build spaces, services and experiences that resonate with the distinct needs and aspirations of the customers.
Started in September 2022, the You/Design initiative is an extensive customer research that stands as a celebration of consumer collaboration. The study comprises an extensive array of research endeavors, in specific areas of interest such as childcare, work from home, health & and fitness, nature & greenery, interior design and more. Through the research, the firm gained valuable insights allowing them to tailor their projects and brand offerings to effectively address the requirements of their customers.
Conducted through concise yet impactful polls meticulously tailored to individual living habits, this research embodies simplicity and yet profound impact. What sets them apart is their transparency, with each poll featuring clear impact points, empowering users to understand the tangible contributions they make in the final result (ASBL residential projects) through their participation.
Ajitesh Korupolu, founder & CEO of ASBL, said, “We are proud to see the impactful outcomes of You/Design, which goes beyond traditional real estate by truly understanding and integrating our customers’ evolving needs. This research-driven approach has not only shaped our projects but has set a new standard for personalized living experiences in the residential real estate landscape.”
The You/Design research initiative was conducted in collaboration with Kantar, employed a comprehensive methodology incorporating quantitative research, in-depth interviews, focus group discussions, and more. It successfully garnered 80+ research insights with the help of 2500+ active responders from around the globe, with countries including India, US, UK, Canada, Australia and more!
Some of the applications by the company that were implemented as a result of the research: integrating flexible childcare services, diverse indoor/outdoor amenities, academic guidance for comprehensive child development; creating expansive community hubs with natural blend pergola-style seating; establishing dedicated co-working spaces, networking provisions, and meeting rooms catering to the 89% engaged in remote work; providing cutting-edge health and fitness options both indoors and outdoors for universal enjoyment; and offering the largest living areas in the segment with the tallest main door and maximum floor-to-ceiling height, ensuring an impeccable arrival experience.
In the beginning, the initiative focused on understanding modern home buyers’ design preferences. Now, it is delving into further details of customers’ buying journeys. In the next stages, the goal is to gather insights that deepen the understanding of customers’ needs and preferences. This endeavor is set to empower the organization to refine and personalize the overall home-buying journey for its customers.
