Learnings

Outcomes

Detailed findings are set out in the reports that follow each stage of the research programme. Key findings for each are set out below. 

Inform (Stage 1) 

This literature review revealed that considerably more primary research is required among all of the groups likely to be included in a hydrogen village trial. Whilst a number of relevant studies have been conducted in the UK and further afield, they collectively lack representativity of the full gamut of audiences (e.g., CIVS, those in fuel poverty, businesses) and have asked ‘face value’ questions that do not get under the skin of the issues at hand, making the design of an engaging and successful hydrogen village trial currently very difficult.

Through analysing the latest academic thinking and other industries’ experiences of trials and widespread behaviour change, the report shows that a research approach better grounded in behavioural science is required going forwards. Considerably more insight is required into the existing behaviours of the target audience, the cultural context in which they are operating and the community factors which will impact on the success of the trial. 

It has been shown that simply asking for opinion on largely unfamiliar topics such as hydrogen can only take the discourse so far. This literature review has indicated where the major gaps are in the current evidence base, so that future research can be targeted at addressing them. If this is achieved, the design of a hydrogen village trial can be better grounded in the culture of its target audience, more aware of the factors that will impact on how people interact with the trial and ultimately more likely to successfully build engagement and support for the initiative.  

Qualitative (Stage 2)                                                                                                                                                                  

From the contextual discussion the research established that Climate change is on many people’s minds and most agree that action needs to be taken – at the national and individual level. Whilst Net Zero is becoming more well known as an idea, and is a positive shared goal, it can be hard for individual people to see what specifically they can do to make a significant impact and individual behaviour change is held back by a lack of knowledge about the impact of home energy use on emissions. 

People are attracted to the idea of using alternative energy/fuels but know very little about what the alternatives are for them. Hydrogen is a particularly novel idea for most participants and while initially there are some negative connotations around safety, the idea of it being a direct replacement for natural gas is very appealing. 

People respond positively to the idea of a trial as it could make a significant impact on their shared journey to Net Zero. They are positive about taking part themselves, provided they feel in control and that they have choice and agency at an early stage, they are assured on safety, they are not out-of-pocket, that disruption will be minimised, and that support will be a key feature throughout trial.  

Ultimately, preference for hydrogen will be driven by the perceived ease and ability to maintain current heating/cooking behaviours and habits, and by unattractiveness of the aesthetics, space, and noise associated with heat pumps. However, what happens at the end of the trial is key – having to switch again from hydrogen would be a negative and consumers and businesses might be more likely to choose heat pumps if they feel they are the more convenient long-term option.  

Quantitative (Stage 3) 

As the UK transitions to Net Zero, it is essential that our heating is decarbonised. This research programme has sought to aid the design of a highly effective hydrogen village trial by understanding the attitudes of potential participants, their motivations, and concerns, and how best to positively engage customers in a trial.

The scale of the challenge in conducting a trial successfully with a diverse community within the UK is substantial. There are significant contextual barriers – such as a lack of knowledge of the impact of current heating habits on the environment, and low existing levels of intent to adopt alternative heating solutions – coupled with complex and multi-faceted concerns that people experience when presented with the trial concept.

Furthermore, different groups within the target population will react differently to the trial concept and communications. For example, older, less affluent, and more rural domestic customers are less likely to be initially supportive, as are sole traders and businesses based in more rural areas. 

Nonetheless, the challenge isn’t insurmountable. As detailed in the inform and qualitative phases, and validated in the quantitative study, it is possible to clearly articulate customers’ biggest concerns about the trial, together with the ‘pull-factors’ that will encourage them to participate. 

Whilst gaining the support of an entire community will ultimately be challenging, the insights generated by this research programme can enable the design of customer-centric trial propositions and communications, which put the views, opinions, and existing behaviours of customers at the heart of business plans. As the research was based on the EAST framework, creating such customer-centric propositions based on the research findings will lead to trial participation being easier, more attractive, more timely and more social, which should in turn lead to a greater chance of positive participation and the ultimate success of the trial.

Lessons Learnt

Inform (Stage 1) 

·       Undertake a broad literature review that goes beyond the energy industry to encompass experiences of comparable trials.

·       Have a clear understanding of the difference between individual drivers or behaviour and those which are about the community.

·       Ensure that the research has a broad focus on low carbon technologies and not just focus on one i.e., hydrogen, in order to provide a rounded assessment.

Qualitative (Stage 2) 

·       Manage contextual factors appropriately to reduce influence/impact on the research insights, e.g., impact of the energy crisis.

·       Maintain balance at appropriate points in the research exploring different types of low carbon technology, not just hydrogen, to enable participants to provide a considered view.

·       Insights should be framed throughout in relation to the chosen behavioural framework.

Quantitative (Stage 3) 

·       Review sampling framework to ensure optimal weighting within the sample size parameters. 

·       Any stimulus must be user friendly and aimed at the right knowledge level.

·       Provide clear articulation as to how the findings relate to the chosen behavioural framework.