This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate. A traditional construction company developed a new marketing approach by gaining insight into the phrase 'a home'. The company moved its position from mere functionality towards market and consumer orientation. By applying a range of research methods, a wealth of results was achieved. The researchers and client created an interactive web-based reporting system, with photos, animations, statistics etc., designed for continuous updating and analysis. Furthermore, planners, designers, architects, engineers and other professionals within the clients' organisation can use the system easily and creatively throughout planning and production cycles.