Challenge

The research project was commissioned by the Department for Business, Energy and Industrial Strategy (BEIS) to understand the factors that influence the adoption of rooftop solar photovoltaic panels for households and small and medium-sized enterprises (SMEs).

This project looked at the adoption of rooftop solar through a behavioural lens, creating a robust understanding of the barriers and enablers to adopting rooftop solar for both households and SMEs of varying profiles.

Approach

We took two different approaches for the target audiences due to differences in both the prevalence of solar panel installation, and in the decision-making journeys that a business would take as compared to homeowner.

We conducted a survey of almost 900 homeowners which allowed us to capture a large breadth of understanding of the private residential market. Amongst the business audience, we conducted 15 interviews of SMEs who were either considering solar, or had already adopted solar. Both the survey and interviews focused in on drivers and barriers to solar panel adoption, decision-making journeys and the experiences of those that had installed solar.

Impact

This research will be used to help guide government efforts to improve the adoption or rooftop solar for both households and businesses. Our work led to insights that have implications for communications, policies, and incentives as well as for commercial offerings and where these may work together to encourage installation of rooftop solar. We have since worked with BEIS to democratise access to the data, working with partners such as the Green Finance Institute to help more purposive direction of incentives to facilitate solar adoption. We are also looking at getting solar panels on the roof of our offices in London!