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Facing a series of new challenges, opportunities, and technologies, TCB began to re-examine its approach for helping residents and communities realize their full potential. Looking to evolve from the role of landlord to innovator, TCB came to IDEO for help creating a series of tenant services and opportunities. IDEO began conducting fieldwork, visiting mixed- income housing sites to examine how tenants interact with TCB communities. Using insights from in-context interviews and home stays, the team uncovered a set of values and aspirations shared by tenants: to own homes, to attain financial independence, and to send their children to college.
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