Target Customer Research

Research about our target customers

The house-proud, time-poor homeowner we want to reach. Market scope, audience profiling, buying journey, and how we acquire and keep them.

16 studies live4 categoriesBrand & Marketing · updated June 2026

Market Scope & Growth

1 study
Desk synthesis

Market Scope & Growth

How large the UK home-services, repair and cover markets are, how fast they are growing, and the forces in Homesy’s favour.

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Buyer Personas & Segments

9 pages
Overview & method

Buyer Personas & Segments — Overview

Why we remapped, the proposition-out method, the eight needs, the full profile set and how they overlap. Start here.

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Profile 1

The cognitively-loaded homeowner

Their scarce resource is time and attention, not money. They can run the home — they’d just rather not be the one running every detail of it.

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Profile 2

The cost-conscious pragmatist

Already spending on home cover or repairs, and sharp about value. Cost-price isn’t a nicety to them — it’s the whole pitch.

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Profile 3

The house-proud homeowner · any income

The home is a source of pride and identity, regardless of what it cost or what they earn. Looking after it well is personal.

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Profile 4

The appliance-keeper

Believes in fixing, not binning. Repair-not-replace is an identity, not just an economy.

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Profile 5

The aspiring maintainer

Wants to look after the home properly but doesn’t — short on time, knowledge or confidence. The gap between intention and action is the opening.

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Profile 6

The trust-seeker · been burned

Carries a past bad experience with tradespeople. The dread of being ripped off again is the dominant emotion, and structural advocacy is the answer.

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Profile 7

The recently-moved homeowner

Trigger-defined. Just took on a new, unfamiliar home and needs to build the picture of it fast.

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Profile 8

The approaching-retirement / downsizer

Reliability and simplicity are the priority. Wants the home to just work, with less to think about and no nasty surprises.

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The Buyer's Journey & Intent

Coming soon
Planned. The Buyer's Journey & Intent will be populated once the research exists. Desk synthesis where public sources allow; primary-research findings once conducted.

Tone of Voice

5 pages
The Homesy voice

The Homesy Voice — persona by persona

One voice, six principles, modulated for each of the eight buyer personas. Argued throughout, with a register × persona matrix. Start here.

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Tone of voice

NAC — Tone of Voice Analysis

A close read of the appliance-repair brand we admire most: what its voice does, and what Homesy can take from it.

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Tone of voice

In-Industry Tone of Voice

Who in home care actually talks to our customer — Miele, John Lewis, British Gas, Maison Plan and more.

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Tone of voice

Adjacent-Vertical Tone of Voice

Where weight and warmth actually live — Coutts, Nutmeg, deVOL, Riverford. Borrow the technique, not the altitude.

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Landscape

International Landscape

How whole-home care brands position themselves worldwide, and the universal principles that travel.

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Acquisition & Retention

Coming soon
Planned. Acquisition & Retention research findings will live here. (Tactical campaign and measurement primers now sit in the Research Toolkit.)

App

2 studies
Messaging

Home App Messaging Study

How home-services and smart-home apps sell themselves in the store — read for Homesy’s partner-led reality.

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Primer

App Marketing Craft Primer

ASO, acquisition, activation and retention — explained strategically, and bent around our partner-led model.

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