RIEL × Revisior case study: Strategic research into consumer behaviour in the real estate market

About the company

RIEL is a leading Ukrainian developer operating in the residential and commercial real estate segments. Under martial law, the company faced the need for a radical revision of its marketing strategy, which required in-depth consumer research and understanding of their new life priorities.

Problem: the marketing "blind spot" amid high uncertainty

In 2024–2025 the usual buyer behaviour research by income level and location ceased to be effective. The company needed to understand:

  • How consumer behaviour and the directions of its research have changed under conditions of constant stress.
  • What factors became decisive for researching the needs of specific consumers (e.g. internally displaced persons or investors).
  • How to conduct consumer market research when old statistical data no longer reflects reality.

Solution: comprehensive consumer behaviour research from Revisior

Together with Revisior, a multi-level methodology was developed combining quantitative and qualitative approaches to obtain maximally accurate insights.

1. Methodology and scope

Consumer research was based on omnichannel data collection covering over 1.1 million contacts. This allowed conducting needs research and consumer typology based on a dataset of 8,252 questionnaires:

  • Quantitative stage: Big Data analysis to identify general trends in the Kyiv market and its agglomeration.
  • Qualitative stage: semantic analysis of open-ended answers, enabling in-depth consumer needs research regarding security and autonomy.

2. Typology and segmentation

The key result was a professional study of consumer behaviour in the real estate market through the lens of new social roles. Revisior helped identify specific groups:

  • "Safety seekers": clients for whom the structural features of the building are a priority (shelters, monolithic frame construction).
  • "New-wave investors": buyers focusing on long-term liquidity in safe areas. Such consumer typology allowed RIEL to create personalized offers for each group.

Expert application: from real estate to other niches

The methodology refined in the RIEL case is a universal matrix for any business with a long deal cycle or high emotional customer involvement. Consumer behaviour research today goes beyond simple questionnaire collection — it is a full-scale diagnostic of product viability.

How these methods adapt to other niches:

  • Consumer research for a tourism company. In the travel business the focus shifts to researching specific consumers' needs in the area of guarantees. Besides choosing a destination, critical factors become: analysis of the "stress threshold" when planning trips, assessment of the importance of insurance products and flexibility in tour rescheduling algorithms. Here Revisior helps identify emotional blockers that prevent the client from making a deposit.
  • Retail and E-commerce. Here consumer needs research and typology is based on speed and convenience. Analysis allows understanding why the client abandons a cart: due to rational reasons (delivery cost) or due to distrust of the brand (absence of social proof).
  • Healthcare and public-private partnership. Consumer research in this area focuses on ethics and expertise. It is important to measure how a brand's social responsibility and the public position of physicians affect clinic choice.

Fundamental indicators that Revisior helps track in any industry:

  • Consumer Anxiety Index: understanding how much external factors (economy, war) are blocking purchasing power.
  • Readiness for long-term commitments: assessing the disposition of clients toward lending, instalment plans or subscriptions during unstable times.
  • Social brand resonance. Consumer market research clearly shows: today the customer buys from those whose values align with their own. Feedback analysis allows quantifying this impact on sales.
  • Word-of-Mouth effect (Organic NPS). Identifying how much quality consumer needs research and subsequent service improvement stimulates free recommendations.

Results: a quantified strategy and public recognition

Thorough buyer behaviour research made it possible to achieve the following outcomes:

  • Strategic accuracy: the company changed priorities in design (energy independence, autonomous water supply systems).
  • Marketing efficiency: reduction of lead acquisition cost (CPL) by 22% through precise work with consumer needs research.
  • Expert status: results published in Forbes Ukraine became the industry benchmark, demonstrating how consumer market research can become a powerful PR tool.

Conclusions and recommendations

Systematic consumer behaviour research is the only way for a business to not merely survive, but to grow steadily during turbulent times. The RIEL case confirms that investment in specific consumer needs research pays off in the form of high loyalty, reduced customer acquisition cost (CAC) and formation of stable demand even in high-ticket markets.

Expert advice for business:

  • Cyclicality and relevance. Client behaviour during crisis periods changes dynamically (quarterly or even more frequently). Consumer research should not be a one-off action; it is a continuous data collection cycle that allows the company to remain relevant to market requests.
  • Scale and going beyond the "bubble." Do not limit yourself to surveying only your existing base. For strategic growth it is necessary to conduct large-scale consumer market research, including those who chose competitors or are in a stage of deferred demand. This helps find new niches and timely correct the product.
  • Technology and AI analytics. Use Revisior's AI tools to identify hidden patterns. Automated sentiment analysis and clustering allow seeing not just "what" the client is saying, but "why" they behave that way, quantifying emotional triggers.
  • Transition from intuition to Data-Driven decisions. Every change in communication or product must be based on consumer needs research results. This minimizes the risk of costly management mistakes and allows building marketing strategies on solid facts.
  • Synchronization of marketing and product. Results of consumer research should become the technical brief for product teams. Only in this way does feedback transform into real competitive advantages (for example, designing safety solutions in real estate or flexible services in logistics).
  • Transparency and trust. Showing customers that their opinion influences changes in the company is the most powerful loyalty tool. Specific consumer needs research creates a sense of collaboration, not just consumption.

 

Understand your buyer better than they understand themselves! Order professional consumer behaviour research from Revisior. We will provide you with deep analytics, develop a consumer typology for your niche and help build a strategy based on facts.