Green Deal Scheme

Energy and Climate Change written question – answered on 19th April 2012.

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Photo of Caroline Flint Caroline Flint Shadow Secretary of State for Energy and Climate Change

To ask the Secretary of State for Energy and Climate Change what research his Department has undertaken on consumer attitudes to the Green Deal in the last year.

Photo of Gregory Barker Gregory Barker The Minister of State, Department of Energy and Climate Change

Details of research undertaken on consumer attitudes to the Green Deal in the last year are listed in the following table (all relevant research commissioned between January 2011 and April 2012 has been included):

Date started Contracted research agency Methodology Purpose of the research
January 2011 GfK-NOP A survey of a representative sample of 2,023 participants across Great Britain. The sample covered 1,684 owner-occupiers and 339 tenants in private rented properties. To understand the response to the Green Deal concept from domestic householders.
    To understand any key motivators or barriers and concerns or issues from a consumer perspective.
February 2011 IPSOS MORI Qualitative research with home owners (including vulnerable groups) and SMEs: 18 focus groups and 32 in-depth interviews. To explore consumer response to the Green Deal, including specific features of assessment, installation, accreditation, finance, advice and triggers.
February 2011 Quadrangle Qualitative research with domestic and non-domestic tenants and landlords: 12 focus groups and 16 in-depth interviews. To identify how best to engage the private rented sector in the Green Deal and drive demand on a voluntary basis.
August 2011 Optimisa 80 qualitative interviews with householders across Great Britain To establish how to communicate the core concepts of the Green Deal so as to minimise any potential confusion, with a particular focus on the Green Deal occupancy assessment(1).
    Mock occupancy assessments with 12 households.
August 2011 BMG A representative telephone interview survey of 2,802 businesses, charities, and voluntary sector organisations in Great Britain (excluding only businesses without employees and/or which operated from domestic premises). To understand response to the Green Deal by businesses.
    Qualitative interviews with 30 businesses and 17 landlords. To identify motivations and barriers to energy efficiency and the Green Deal in businesses and sub sectors.
November 2011 GfK-NOP An omnibus survey with a representative sample of 1,946 participants across . Great Britain. The sample covered 1,077 owner-occupiers and 374 tenants in private rented properties. This was a follow up piece of research to the January 2011 survey. It was specifically designed to understand how offering varying levels of subsidy impacts people's likelihood of taking up a Green Deal package.
February 2012(2) GfK-NOP Survey of a representative sample of 2,050 householders. To understand what form and level of incentive is most effective in driving demand for the Green Deal.
    Segmentation based on above survey data and Target Group Index (TGI) data. To indicate how potential take-up of Green Deal varies by segment to understand the motivations and barriers for different groups.
(1 )The occupancy assessment is one of the two mandated documents (the other being the energy performance certificate (EPC) that make up the Green Deal Advice Report (GDAR) and will be given to people who have a Green Deal assessment. (2) Currently still under way

The results of some of research above has already been published on the DECC website at:

A second tranche of research will be published alongside the DECC response to the Green Deal consultation.

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