• Two of the top adjectives women use to describe their dream homes are “comfortable” and “peaceful.” “Comfortable” is the #1 adjective used for describing the present homes of both the affluent and general public. (Roper Reports, The Magic of Home, May 2003)

• My Home Is…
mmmmmmmllla private retreat (90%)
mmmmmmmlllan entertainment center (78%)
mmmmmmmllla family haven (77%)
(Roper Reports Public Pulses, Home is an Oasis, May 2003)

• “…home is the place in which you want to feel at most ease, comfortable with your surroundings.” (Bob Edwards, Host, All Things Considered, December 2003)

• “…desire for simplification. People want the feeling of simplification but not the lifestyle of simple living.” (A Look Ahead to 2003, Yankelovich Monitor, December 2002)

• “Home is the #1 source of identity, and on the rise according to the latest Roper ASW Report The Magic of Home.”

• “It’s how we feel in a space that is so incredibly important to that feeling of home.” (Sarah Susanka, residential architect and author of forthcoming book Home by Design)

• “Consumers have not abandoned material interests, but they have a new set of first priorities focused more on comfort and connection than on stuff per se.” (“The Buzz About Hiving,” Direct Magazine, Feb. 2004)