Everyday Living Interiors

Research goals and questions

Research objectives and interview framework
May 2026

Research context

Everyday Living Interiors (ELI) is an accessible interior design service founded by Sara de Abreu, based in Amsterdam-Diemen, offering flexible services for real homes and real budgets. The brand's core philosophy challenges the elitist perception of interior design — positioning it as something every household deserves, regardless of income or existing furnishings. The website (everydaylivinginteriors.com) is the primary discovery and conversion tool. We are testing whether the website effectively communicates this accessibility message and whether it can convert the intended audience — everyday people who currently believe interior design is not for them.

Research objectives

  1. Understand how different audience segments perceive the relationship between ELI's stated philosophy (accessible, real, affordable) and their actual experience of the website — in order to identify where intent and perception diverge and prioritise website improvements.

  2. Evaluate whether the website's messaging, service descriptions, and visual language create or remove the psychological barriers that prevent everyday people from considering interior design services — in order to refine the brand communication strategy and increase conversion among the core target audience.

Key areas of investigation

  1. Permission and belonging — Does the website create the emotional permission for visitors to believe this service is for them? Or does the visual language, tone, or polish inadvertently signal exclusivity? This is the central tension Sara herself has identified.

  2. Value proposition clarity — Do visitors understand what ELI offers, what makes it different from other interior design services, and why it might be relevant to their specific situation? Do the service names and descriptions communicate concrete value?

  3. Pricing perception and transparency — How does the absence of visible pricing affect visitor behaviour? Does it create uncertainty, anxiety, or indifference? Would visible pricing change the likelihood of taking action?

  4. Personal connection and trust — Does Sara's personal story, philosophy, and presence on the site create the kind of authentic connection that would motivate someone to reach out? Is it prominent enough? Does it feel genuine or performative?

  5. Emotional resonance and life context — Does the website acknowledge that people come to interior design from diverse emotional and life contexts (transitions, conflict, shame, aspiration)? Does it speak only to aesthetic needs, or also to emotional and relational ones?

Research questions

  1. When you first land on the website, what is your immediate impression of who this service is for — and do you see yourself as part of that audience? What specific elements form that impression?

  2. How would you describe the relationship between what the website says (its words and messaging) and what it shows (its images, design, and overall feel)? Do they tell the same story?

  3. What, if anything, about the website makes you feel that interior design is something you could access, afford, or deserve? What, if anything, reinforces the belief that it is not for you?

  4. Looking at the four service offerings (The Room Reset, The Thoughtful Edit, The Design Roadmap, The Clutter Edit) — can you explain what you would actually receive from each? Which, if any, feels relevant to your situation, and why?

  5. How does the absence of pricing information affect your willingness to take the next step? What would you assume the services cost, and what would you need to see in order to consider booking?

  6. After reading Sara's personal story and the 'About' section, how does your perception of the brand change, if at all? Does knowing about the person behind the service make you more or less likely to reach out?

  7. When you look at the project examples and client testimonials, do you see people whose situations resemble yours? What would make these examples more or less relatable to your own life?

  8. Thinking about your current home situation — the specific challenges, frustrations, or desires you have — does the website acknowledge or address those feelings? Is there anything missing that would make you think, 'This person understands my situation'?

  9. What would need to be true — about the website, the services, or the person behind them — for you to actually take action (fill in the contact form, send an email, book a call)? What is the single biggest barrier right now?

  10. If a friend or family member who was struggling with their home asked you about this website, what would you tell them? Would you recommend it, and what would your honest caveats be?

  11. Does the website communicate that Sara works with what you already have — your existing furniture, your current budget, your real space — or does it feel like she would want you to start fresh? What gives you that impression?

  12. Is there anything about your relationship with your home — an emotion, a frustration, a wish — that this website does not acknowledge but should?

Success indicators

Good insights from these interviews would include:

Everyday Living Interiors · by Sara de Abreu