In a nondescript warehouse on the outskirts of Chicago’s O’Hare airport, one of the largest U.S. home builders is doing what it does best—building homes, or, at least, parts of homes. There are full-scale frames of 11 main floors and second floors, complete with cardboard kitchens, stairways leading nowhere and floors taped with outlines of furniture and fireplaces. It could almost be the scene of a crime; instead, it is the scene of a unique experiment in market research.

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