RESEARCH PROJECT

ALLY VON D E R AU , ABBY KNEISEL, ABBY

RINGS, KYLE CASSIDY, KRISTEN ANDRUSHKO

PREVIEW
1. Objectives
2. Situational Analysis
3. Research Overview
4. Audience Segments
5. Recommendations

OBJECTIVES
Objective 1: Through conducting a survey and in-depth
interviews, the researchers will be able to understand how
individuals demographics influence their perception of the
American Dream and housing crisis.
Objective 2: Based on the primary and secondary research
results, determine how millennials view the housing crisis.
Objective 3: Through the primary and secondary research
conducted, survey and in-depth interviews, the researchers
will be able to determine what channels are most beneficial
to use in order to target millennials.

SITUATION ANALYSIS
Policy: Government cut funding for
assistive housing due to lack of
public awareness
Housing Nonprofit: Industry is
fragmented into smaller nonprofits
which make an impact on a smaller
scale

SITUATION ANALYSIS
CONTINUED
General Population: Americans do not
realize how important public housing
is or that there is a housing crisis
The Time is Right: Recent recession,
Political Climate, and Polarization

RESEARCH OVERVIEW
Methods:
Hypothesis 1: Millennials are less aware of
the housing crisis than baby boomers.
Hypothesis 2: Millennials are more willing to
volunteer at housing nonprofit organizations
than baby boomers.
Hypothesis 3: Millennials have different needs
for living productively than baby boomers.

RESEARCH OVERVIEW
Survey:
15 questions for 98 people; 78 females and 20 males
Majority were in between the ages of 19-23 (millennials)
-On a scale of 1-7 there was an average of 5.92 believing that
nonprofits have a goal of providing funds and raising awareness
to organizations that provide homes to the homeless and make
homes a reality.
- Ranked importance of achieving the American Dream:
Happiness (57), A good job (55), Job Security (52), Security for
ones children (50), A home in a nice neighborhood (46), No
health concerns (44), Marriage (42), A nice house (42), Children
(40), and Leisure time (39)

RESEARCH OVERVIEW
Surveys:
Whose job it is to handle the housing crisis:
Highest answers: federal government (2.45), state government
(2.72), and local government (3.4).
Lowest answers: non-profit organizations (4.68) and individuals
(4.13).
Living space is important for Americas youth:
Scale of 1-7:most of the participants strongly agreed (6.27)

RESEARCH OVERVIEW
Interviews:
50 in depth interviews consisting of John
Carroll students, friends, and family
10 questions answered by mainly baby
boomers and millennials
Questions such as:
What are basic human needs? How would you
define the American Dream? Do you think
there is a housing crisis in America?

RESEARCH
CONCLUSIONS
Millennials
- Need to be better educated on housing
crisis, most do not know what it is
- Believe affordable housing is important
Targeting this audience will help reduce the
housing crisis and allow for the redefinition of
the American Dream

RECOMMENDATIONS
Objective 1: Increase millennials awareness of the housing crisis
by 15% within the first quarter of launching the campaign.
Objective 2: Distribute pamphlets and window clings to 75% of
the Home Matters partner organizations within 6 months and
launch a commercial on YouTube and Hulu within one year.
Objective 3: Increase Home Matters service to the homeless by
75 individuals within the first quarter after launching the
campaign.

CONCLUSION
Education is necessary for Home Matters to
help solve the housing crisis
Can reach millennials online and at
universities
Pamphlets about Home Matters, window
clings, social media spotlights, and partnering
further with other local organizations will help
people see just how wide the Home Matters
network is