MDI carried out work for the City of Kuopio, examining the housing preferences of Kuopio’s residents and their awareness of what Kuopio has to offer, particularly in respect of the new residential areas planned and now under construction. Based on the results of the project, we aimed to identify a variety of resident profiles which can then be used to define the living environment, services, architecture, public transport and other key features associated with new housing developments. The purpose of the study was to support concrete design work and provide marketing material. MDI has extensive experience in research and studies on various housing preferences and the lessons learned in the context of this project were useful in relation to this broader work.