The questionnaire also included a couple of themes, asking them to select a look that is most alike to their personal style. These are the looks:
Some of the observations made during these visits are:
- when answering the questionnaire they would choose what they would like their houses to look like against its present style.
- many compromised on their style due to preferences of other members in the house, cost or that these products wouldn't go along with the current architectural or interior style of the house.
- more thought was put into the interiors of a house if the house was owned as opposed to rented; no matter what the duration of the rent term was.
- the women made the decision on the smaller design decisions autonomously, like accessories and furnishings; but the buying of furniture and renovation decisions were often made with the husbands agreement.
- if there are kids in the house durability and colour is a key factor in design decisions (no light colours and no attachments/ delicate fabric,etc.)
- most houses would be primarily of one interior style but would have elements that reflect other styles too.
A collage of some of the survey images.A couple of personas that emerged from these surveys are:
The expats and eco conscious - preference for earthy tones, cotton and linen fabrics. Eco conscious level of interest in environment ranges from non-plastic users to recycling and solar water heaters. They shop mainly at stores like Fabindia, Motherearth, Khadi, Jute cottage, Anokhi and Good Earth. Their furnishings style is all wooden furniture, sheer curtains and low seating areas. Subtle colours and handicraft products are plenty used.
Young vibrant couples- like bright colours. Newly married and recently shifted, young IIT professionals. They shop at Khadi, Anokhi stores as well as at Shoppers Stop and malls. Their apartments have bright textured painted walls and contrast furnishings. Lots of cushions adorn their living room and their kids toys seem to be a part of the home decor.
Disco chic- She is a student with an active social life. And her love for the party floor can be seen in her room with lights and full length mirrors. She shops at the local malls and loves those embellished bags. Her nails always make a statement with glitter as does her bling cellphone.
Unconscious shopper- They shop at whatever store is close to their house. Their busy lives has lead to the furnishing style of mix and match. Always on the move due to work they never put much thought to their rented apartment. Picking up whatever is quickly available at the store they are unconsciously upto date with the current trend.
