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80+ Employees https://www.barkleyus.com/ Parent: Barkley

We’re Barkley, an independent idea company known for our heart, hustle, and relentless pursuit of what’s next. We’re out to prove the power of creativity: ideas are our business, independence is our secret weapon. 

As a full…

We’re Barkley, an independent idea company known for our heart, hustle, and relentless pursuit of what’s next. We’re out to prove the power of creativity: ideas are our business, independence is our secret weapon. 

As a full-service advertising and marketing agency, we focus on creativity and innovation for our clients. We’re committed to knowing modern consumers better than anyone because we believe the only brands to survive will be the ones that evolve at the rate of the consumer. 

1740 Main Street
Kansas City, MO 64108
United States

Barkley

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Anatomy of Home 2021

The past year and a half yielded an unprecedented experiment in which our entire nation was forced to spend more time at home than at any point in their lifetimes.

 

A change of pace, of place and of perspective. Changes that impacted every single person in America, across every generation and demographic.

 

The result: a more intimate understanding of the role home plays in our days, in our lives and in our overall health. This experience will shape the very anatomy of home for the future. Brands can either tap into this understanding or ignore it.

 

As we found through qualitative and quantitative research, some found a closer relationship with their home and assigned more meaning to their home, and some found home to be not a place of positivity but a negative constraint, or, at best, just a physical shelter in which they experienced a year like no other. People also told us they see and will continue to see home like never before.

 

We set out to understand the experiences of different people and different homes, ultimately identifying five “Future Home Segments” and three key determinants of one’s experience in the home.

 

Our methodology included online diary work, uncovering daily behaviors, attitudes and relationships inside the home, in-depth qualitative interviews to better understand emerging people types and finally, a robust segmentation study that not only validated that a new era of home is upon us, but identified the segments brands should invest in engaging.

 

We answered three questions in this study:

 

What are the dimensions of the modern home?

What do we expect from our homes going forward?

How can brands grow their relevance in the modern home?

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