GMCA 850 Consumer Insights Segmentation

GMCA is required an updated consumer segmentation of the domestic retrofit market, specifically around the willingness of residents to take action on their homes. It will consider four main aspects of ‘retrofit’: 1) Renewable energy generation (e.g. solar PV, solar thermal) 2) Decarbonisation of heat (i.e. how you heat the home) 3) Fabric retrofit (e.g. insulation and home upgrades such as windows) 4) Electric Vehicle infrastructure GMCA considers the domestic market can be split into three sectors: owner occupiers, private rented, and social rented. Retrofit of social rented homes within GM is largely considered through Social Housing Decarbonisation Fund programmes, and therefore the focus of this commission will be to better understand the owner-occupier and private rented sectors. This work will provide insight on what specific aspects of retrofit residents are interested in, and what actions would make them more willing to take up different aspects of retrofit (e.g a 0% loan offer, approved trusted suppliers etc).