Home builders and developers have sought to answer this perplexing question by sifting through the information gleaned from focus groups. I have been part of Focus Groups, on the Developer side and found it was a very interesting process. We selected participants who were looking to purchase a new home in St. Augustine or had recently purchased on. We asked them questions about their preferences, showed them photographs of different architectural designs and color schemes.
It was hugely expensive and not very productive as Antigua project is still not developed. A Washington Post article questions whether these Focus groups really affect sale, or is the adage "buyers are liars" true?