Family Cohort & Competitive Research

To unlock growth beyond a bachelor-heavy perception, I led a focused research initiative to better understand the family cohort and how Nestaway was performing relative to competitors in the online home rental space.

The research combined qualitative interviews and quantitative inputs across Tier 1 and Tier 2 cities. What emerged was clear: for families, renting a home is deeply tied to trust, stability, and long-term security. While Nestaway’s product was well-suited to these needs, the brand narrative wasn’t addressing key anxieties around transparency, homeowner behavior, and post move-in support.

The study also surfaced low awareness and weaker consideration compared to competitors, alongside a broader trust deficit across the category. Families needed clearer proof points, richer context, and stronger reassurance to move from exploration to decision.

Based on these insights, I defined a sharper direction for the brand -shifting communication toward trust, transparency, and long-term living. Messaging, content, and journeys were refined to address family-specific concerns, tailor communication by city, and position Nestaway as a responsible intermediary rather than just a listing platform.

Post implementation, these changes led to a 50% increase in family cohort bookings, a 25–30% lift in brand awareness within priority markets, and improved mid-funnel engagement as shortlisting friction reduced. More importantly, the work established a repeatable framework for cohort-led growth grounded in consumer insight rather than assumptions.