If you’ve ever seen a multifamily development with amenities that are sitting empty, chances are the wrong data was used in programming the building. 

According to Taylor Johnson client Mary Cook Associates (MCA), a commercial interior design firm, psychographic data is key to unlocking what residents expect from the multifamily buildings where they live. MCA’s founder Mary Cook says having a deep understanding of what matters to a target audience helps her firm design spaces that facilitate certain types of behavior. Knowing that Cook takes this unique approach to design, we pitched GlobeSt.com a story on taking a closer look at psychographic data and how it matters more than demographics in designing a successful building. Read the full article here.

Mary Cook Associates used psychographic data to design this common space at Parc at Princeton Junction in Princeton, N.J.