The challenge
- A one-stop shop (that also happened to be a micro SME) that specialises in retrofitting solution selection for UK households wanted a sharper understanding of households’ perceptions about green retrofitting
- The one-stop shop preferred direct first person opinions from its customer base (instead of generic 3rd party published research about retrofitting behaviour). What makes households commit to retrofitting? What reservations do they have about retrofitting?
- Was it increased cost of living ? Was it lack of clarity on their most effective retrofitting options? Was it the ownership profile? Was it the property profile that differentiated behaviours?
- What are the most liked incentives and what are the most common barriers driving retrofitting adoption?
How we helped
- We designed from scratch a scenario-based game for the SME after some consultation with retrofitting and property experts (with some A/B type testing embedded)
- It set up realistic household choice problems for retrofitting ensuring the incentives and barriers were both realistic and relevant for the current policy environment and the local economy
- We then encouraged several households to attend and ran the game in a low-cost live inperson workshop setting
- Households responded to the scenario-based game and revealed their attitudes and preferences to the different retrofitting options, after systematically weighing up the incentives and barriers
The impact
- Households benefited from “crowd-sharing” their retrofitting apprehensions, excitement and community experiences in an interactive setting
- They left the session energised and better prepared
- The micro SME was able to use the revealed preferences of the attendees to understand the attitude-behaviour gap and segment households likely behaviours
- The micro SME felt better equipped to customise its offer and pricing to make retrofitting more accessible to a larger cohort of households