Don is looking to invest in developing two further barns on the business park. Historically, demand for the units has been very stable, but he is unsure of whether to use these barns to attract micro and SME businesses, as he has previously, or whether he should target a new market with a new offer. The Covid pandemic saw a rapid and radical change in working behaviour. An increasing number of employees undertook their duties from home rather than their usual office environments. Not all employees have the infrastructure, space or desire to work from their home. With employers looking to reduce the costs associated with maintaining offices, many employees are being asked to adopt hybrid work practices involving a combination of home and office working. Employees equally are seeking options for remote work that do not involve working from home.

Marketing research problem: 

Don would like to commission a study which establishes the probable demand for away from home working solutions. He needs the study to ascertain whether there is demand for this service, and if so, what the demand is and by whom.  He also needs guidance on what form of offer would most effectively cater to these problems.