Now, not every modern building has to look like a glass and steel colorless brick.
For example, I really like the look of Oodi [0], Helsinki's new library: it reminds me of wood covered with snow, and the interior is exactly what you would expect from a modern building (built in 2018).
The article reads like the author picked a conclusion and made things fit his opinion.
In my experience, the biggest issue is natural light - it's hard to beat glass walls when you need a structural skin with some windows where possible.
The standard passive solar rule of thumb, for traditional windows without those coatings, is to keep glazing to 20% of the floor area to prevent overheating: https://sustainableengineering.co.nz/glazing-percentage-hand...
The ultramodernist alternative is to build the entire wall out of windows coated to reflect 80% of the light, a "g-value" of 0.2, or a little bit more light if the windows open onto a larger interior space. You can let in slightly more visible light than the traditional approach by using coatings that have even higher reflectance in the infrared, but the vast majority of solar radiation is visible light, so the improvement is small.
Those walls of glass do give you a wider view, which can be nice, but in order to keep from killing you, they don't give you more natural light, except marginally.
You can totally have a traditional style building with a modern interior without a hint of brutalism or concrete.
Because I spend 80% of my time indoors, and 20% working in the garden, so frankly don't even care what the building looks like.
Maybe only care that the property looks neat when it's time to sell.
As it stands, these studies are just cherry-picked navel gazing with extra steps. You can't design a study like this well. There are hundreds of thousands of buildings, and tens of thousands of variations of subjective preference. And all of those go out of the window as soon as practical concerns (like affordability) arise.
Nonetheless, I think it is a failure of architecture that modern design is ugly. It shouldn't be impossible to make good looking, practical, cost-effective buildings with all the options of materials and engineering that is available.
So let's start as the baseline of these 77 to 23 blowout victories by traditional architecture.
Now gradually substitute other modern designs until you can get more of a 50/50 agreement at least, and hopefully 60/40 in favor of modernism.
You could be right. Some of these might be cherry picked bad modern designs. From the article one of them looked like it should have the wicked witch of the West telling her pretties to fly out from their caves to go attack Dorothy. Another one looks like a massive collection of missile launch tubes.
Some designs I almost have to laugh at, when almost similarly disjointed mcmansion hell type monstrosities are snootily dismissed.
when it's a twee victorian, they say it's part of the unique appearance of the neighborhood. when it's a hideous laundromat, they say it's historical. they don't actually care about any of it. normal people and their preferences for "traditional architecture" (whatever that means? i guess, "old") are just collateral damage.