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Onward Living Housing Case Study by Vision One

Onward Living Housing Research Study

The Challenge

Onward Living specialises in the sale of new-build homes, primarily to first-time buyers through shared ownership. During the COVID-19 pandemic, significant uncertainty emerged around employment, income stability and the housing market. Onward Living needed to understand how these changes were affecting both short- and long-term home-buying intentions.

The challenge was to assess how the pandemic was influencing buyer confidence, decision timelines and appetite for shared ownership, and to identify how housing providers could adapt their approach to reassure buyers and remain relevant during a period of economic instability.

Onward Living Housing Market Research Case Study

Research Objectives

attitudes and intentions among prospective homebuyers. The key objectives were to:

  • Understand changes in intentions to purchase a new-build home compared to pre-pandemic behaviour
  • Assess the impact of COVID-19 on confidence, income expectations and perceived affordability
  • Explore how shared ownership was perceived during economic uncertainty
  • Identify concerns relating to house prices, income stability and market confidence
  • Understand how housing providers could offer reassurance and support during the pandemic

Together, these objectives aimed to inform Onward Living’s strategy and communications during disruption.

Research Approach

Vision One conducted a quantitative online survey to capture shifts in buyer behaviour and sentiment. The approach included:

  • An online survey methodology
  • Targeting people actively planning to buy a new-build home
  • Comparison of intentions before and after the coronavirus outbreak
  • Measurement of confidence, financial expectations and housing preferences
  • Evaluation of how housing associations and home builders could support buyers

This approach enabled robust comparison of attitudes across different stages of the pandemic and provided scalable insight.

Findings

The customer research showed that COVID-19 had a significant impact on the decisions of those planning to buy a home within the next 12 months. Concerns around household income, economic stability and future house prices were key drivers of hesitation.

Shared ownership became more appealing under these conditions, as it was perceived as a lower-risk route into home ownership. The findings also highlighted the importance of reassurance, with potential buyers responding positively to messages that emphasised stability, support and long-term security during an uncertain period.

Action & Recommendations

The insights from this housing research study helped Onward Living strengthen its understanding of buyers’ needs during the pandemic and reinforced the role of shared ownership as a reassuring route into homeownership.

The organisation continues to grow, with a pipeline of over 1,000 new homes, providing the types of properties people want in the areas where demand is highest, supported by insight-led confidence in market needs.

Specialist Houing Rssearch Agency - Vision One

Related Services

Online Surveys
Housing research
Innovation Research
Qualitative Research
Quantitative Research
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