Research and analysis

Green Deal incentives research with home buyers

Qualitative research designed to build the evidence base around recent home buyers and inform decisions around the design and presentation of the Green Deal incentive scheme.

Documents

DECC Green Deal Incentives Research with Home buyers

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Omnibus research summary on incentives

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Annex A: Omnibus data tables - discount versus loan

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Annex B: Omnibus data tables - incentives

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Details

In late 2013 the Government announced that £450m would be available for a new package of incentives to boost home energy efficiency, one element of which was expected to involve an incentive for recent home buyers installing certain energy saving measures. Recent home buyers may be more likely to consider making such improvements if, as anticipated, they were already engaging in other home improvements (renovation, redecoration etc.). The hypothesis is that a suitable incentive may encourage recent home buyers to expand the scope of their projects, considering the installation of energy-saving measures. DECC commissioned TNS BMRB to undertake qualitative research to build the evidence base around recent home buyers and inform decisions around the design and presentation of the incentive scheme.

This research aimed to understand recent home owner views on:

  • How motivating is the overall proposition of an incentive to make energy saving improvements and why?
  • What are customers’ attitudes to the various high level options for the incentives scheme?
  • Which aspects of the proposed customer journey are most/least appealing and why?
  • What is the optimal way to package and present the offer to make it most appealing to the target audience?
  • What tools, information and support do customers need in order to make a decision to take action?
Published 1 May 2014