The energy transition is the most important challenge of our time. Proven, effective, and affordable technologies like heat pumps, EVs, and rooftop solar are key to decarbonising our homes - and they’re ready for prime time. But there’s a critical missing link: consumers.
Homeowners are the decision-makers, yet they face confusion, inertia, scepticism, and competing priorities. Barriers to adoption are as psychological as they are practical, from myths about the technology's performance to fears over costs. While the supply chain tends to focus on engineering, technology and policy, the real challenge lies in understanding consumer behaviour.
Electrify Research was created to address this challenge. Our Homeowner Electrification Tracker Study (HETS) provides the market intelligence needed to decode homeowner decisions—why they hesitate, what drives them to act, and how to accelerate adoption. HETS isn’t just a data tool; it’s designed to uncover patterns, unlock insights, and spark those eureka moments when the path forward becomes clear.
Understanding the market isn’t optional—it’s essential. Without it, suppliers risk overbuilding capacity, installers risk uncertain pipelines, banks misallocate resources and policymakers miss critical targets. Most importantly, we risk failing to electrify fast enough to meet the challenge.
To win the race against time, we must segment the market and understand the drivers, barriers, and untapped opportunities influencing homeowners. This is about more than marketing strategies; it’s about solving the puzzle of the energy transition - and accelerating progress now and into the future.
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