Metrostudy Hires Penny Arensdorf as Vice President of Consumer Segmentation

WASHINGTON, D.C. (May 12, 2016) — Metrostudy, a Hanley Wood company and the leading provider of primary and secondary market information to the housing and related industries nationwide, has appointed Penny Arensdorf as Vice President of Consumer Segmentation. Arensdorf will be responsible for the strategic development and execution of the newly launched OnTarget Consumer Intelligence platform.

“OnTarget extends our current relationships with builders and developers allowing them to market directly to consumers,” said Peter Goldstone, CEO of Hanley Wood. “Arensdorf’s unique experience both in consumer data and construction industry marketing will help Metrostudy optimize a customer’s ability to analyze consumer demand and growth opportunities.”

Metrostudy’s OnTarget Consumer Intelligence platform is leading the integration of consumer segmentation data in the housing industry allowing customers to quickly understand, adopt, and act on consumer segmentation intelligence. Metrostudy appends segmentation and demographic detail to every home closing, permitting modeling of consumer household tendencies throughout the entire United States in every market, county, and zip code.

Prior to joining Metrostudy, Arensdorf’s career spanned over 15 years in the consumer segmentation field with The Nielsen Company and in marketing with a key industry building product manufacturer, Johns Manville. “Her combined experience both in understanding consumer behavior as it pertains to housing preference, as well as marketing and sales expertise in the residential housing industry with a major manufacturer lays the groundwork for explosive growth in a key industry sector, said Chris Veator, president of Metrostudy. “In this time of extraordinary growth we remain keenly focused on ensuring that our customers are receiving the highest value possible from their relationship with Metrostudy and that we remain highly connected to our customers as they look to grow their businesses.”

Arensdorf will be leading a panel discussion at Hanley Wood’s Builder Housing Leadership Summit on how deploying consumer data is essential in improving ROI. In this age of big data, much can be captured about home buyers to create value. The home builder can move from relying on instinct and past experience to leverage deep consumer intelligence to hone business strategies throughout the full lifecycle of homebuilding – from land acquisition to project closeout. For more information on Builder’s Housing Leadership Summit, click here.

About Metrostudy
Metrostudy is the leading provider of primary and secondary market information to the housing and residential construction industry. Metrostudy’s actionable business intelligence informs investment decisions that mitigate risk and grow revenue for builders, developers, lenders, suppliers, retailers and manufacturers. It’s the construction industry’s only integrated data intelligence solution supported by the most extensive U.S. geographic coverage. Learn more at

About Hanley Wood
Hanley Wood is the premier company serving the information, media, and marketing needs of the residential, commercial design and construction industry. Utilizing the largest analytics and editorially driven Construction Industry Database, the company provides business intelligence and data driven services. The company produces award-winning media, both digital and print, high-profile executive events, and strategic marketing solutions. To learn more, visit