eemap project deliverable d2.7 consumer research insights ... · d2.7 – consumer research...

1

EeMAP – Project Deliverable

D2.7 – Consumer Research Insights Appendices

GA Number: 746205

Project Title: EeMAP

Document Type: Website

Document Title: Project Website

Source Activity: WP2

Editor: M. Marijewycz (E.ON)

Authors: M. Marijewycz (E.ON)

Status / Issue: 01

Date Last Change: 13.02.2017

File:

Contractual Delivery Date: M9

Document History:

13.02.2018 Document created

dd.mm.yyyy First draft circulated

dd.mm.yyyy Final draft circulated

EeMAP – Energy efficient Mortgages Action Plan - is an initiative by the European Mortgage Federation

- European Covered Bond Council (EMF-ECBC); UK Green Buildings Council; Royal Institution of

Chartered Surveyors; Ca’ Foscari University of Venice, E.ON and SAFE Goethe University Frankfurt.

This project has received funding from the European Union’s Horizon 2020 research and innovation

programme under grant agreement No 746205

2

Appendix 1 – Green Mortgage Focus Group Stimulus Material

28

Appendix 2 – Green Mortgage Focus Group Discussion Guide

EON GREEN MORTGAGES DISCUSSION GUIDE DRAFT

Introduction (10 mins)

Moderator to introduce themselves and explain purpose of the research

• Explain ‘ground rules’: confidentiality, viewing, recording details, etc.

• Emphasise no right or wrong answers

Go around the room and allow each respondent to introduce themselves:

• First name

• Employment status / type of work they’re involved in

• Family / household set-up

Exploring the mortgage market place (15 mins)

• Moderator to reveal all respondents own a home / are about to own one

o Best thing about being a home owner

o Worst thing about being a home owner

• If I say ‘mortgages’ what comes to mind?

o Probe levels of confidence and understanding

• What steps did you go through to get your mortgage?

o What, or who, helped?

o What, or who, hindered?

Probe pain points

• Tell me about the different kind of mortgage packages on offer...

o Are providers offering anything ‘different’ right now? / Are they all the same?

o Which did you pick and why?

• How could mortgages be better?

29

o What’s missing in the way of packages? Why?

o What’s missing in the way of service, given by providers? Why?

Probe: unmet needs

Sustainable mortgages (10 mins)

• Do you think mortgages could be more “sustainable” or “green”?

o What do we understand by this?

o Gauge appeal

How attractive would this be & why?

Would this be relevant to you? Why?

o How would it make you feel?

Does anyone offer a “green mortgage” or something similar?

Probe: levels of knowledge / why not have

Activity: respondents break out into pairs / mini groups to brainstorm ‘how a mortgage could be more

sustainable / green’

Germany only (where there are existing holders of a green mortgage / loan): Brainstorm ‘what’s good

about my green mortgage / loan; but how it could be better’

Do these mortgages or loan schemes serve all of your needs, for example do they help you become

more energy independent by helping you access technologies like solar panels and batteries?

Present back to group. Moderator to note down themes on flipchart;

In Germany the green mortgage group go last

• Probe similarities and differences

... Have you ever considered that your mortgage should consider your energy performance /

consumption at home?

o Why?

o Appeal

Why would this be important / attractive to them?

What would be the benefit?

30

How would it make them feel towards a provider?

o How could it work?

Green mortgage proposition (45 mins)

[Moderator to reveal initial headline of the first mortgage proposition – order to be rotated]

Activity: Private response

• Write down 1 sentence that captures your initial thoughts

• Give this a mark 1 out of 10

Discuss as a group

• What did we think and why?

o initial reactions

o comprehension

o any concerns

o appeal




[Moderator to reveal further detail about the proposition]

Discuss as a group

o comprehension

o any concerns

o uniqueness / anyone offering anything similar?

o appeal




31

[Moderator to reveal initial headline of second mortgage]


Write down 1 sentence that captures your initial thoughts


Discuss as a group


o initial reactions

o comprehension

o any concerns

o appeal




[Moderator to reveal further detail about the proposition]

Discuss as a group

o comprehension

o any concerns

o uniqueness / anyone offering anything similar?

o appeal




Specific probes:

Energy Efficiency Improvement Loan

Energy Efficiency Improvements ranking exercise:

32

Activity: moderator to use Energy Efficient Improvement sort cards. Explore for each:

• awareness

• familiarity

• appeal

• any hesitations / concerns

Moderator to use sort cards and order into hierarchy of most to least important for the Green

Mortgage to cover

Energy Improvement Benefits Exercise:

Activity: moderator to use Benefit sort cards. Explore for each:

• awareness

• familiarity

• appeal

• any hesitations / concerns

Moderator to use sort cards and order into hierarchy of most to least important for the Green

Mortgage to cover

General prompts

What kinds of energy efficiency changes would you be interested to make?

• Why?

Energy Efficient Mortgage

Home Energy Passport (20 mins)

Introduce the Home Energy Passport as a tool which is created as part of the green mortgage

origination. It is designed to complement and harness data from the Energy Performance Certificate

(EPC) already in place for the home and enhance it further with additional functionality: - use visual to

explain what is in each box.

[Moderator to reveal initial headline of the first mortgage proposition – order to be rotated]


• Write down 1 sentence that captures your initial thoughts

33


Discuss as a group


o initial reactions

o comprehension

o any concerns

o appeal


What would be the benefits?Would this be something you would pay for or expect to be

offered by the lender as part of the green mortgage experience?

o How do you feel about energy data from your building passport being shared with your

lender or energy provider as a way of enabling them to further help maximise the energy savings that

your renovation should enable?

o How attractive would tailored support be to them in driving their home in the most energy

efficient way?

Brand reveal (5 mins)

• Who do you expect is behind this mortgage product?

o Why?

o Explore credibility of bank / energy providers

• Reveal Eon as the provider

o Explore reactions

o Does this change your opinion of Eon at all? If so, how?

Wrap up (10 mins)

• Overall, how appealing is this new mortgage product to you?

Gauge likelihood to switch to when next re-mortgaging / moving

o What would be the greatest benefit to you?

• What’s the one piece of advice you would give to Eon if they move forward with this idea?

34

Any final questions from behind the glass (5 mins)

CLOSE

35

Appendix 3 – Focus Group – Market Deep Dives

Italian Focus Group Deep Dive

Mortgage market context

o Include EMF Market Overview

Mortgages feel fairly accessible due to interest rates being at an all-time low currently. Switching is

not common and it is not uncommon to fix the mortgage rate for 25 years. Italian respondents

showed a strong level of trust for banks.

Italian mortgage consumers

Italian respondents have a fairly relaxed attitude towards house ownership. They feel less pressure to

buy a first home compared to the UK respondents. They are rather content to rent property for a

longer time, in order to take time to save money to buy their “dream home” in which they want to

stay long time.

They appreciate older homes that may often be in need of renovation more than new builds, as new

builds are considered expensive. Homeowners often take loans or money from family to fund

improvements both for renovation/extension and efficiency. They are fairly sophisticated in their

discourse and usage of energy efficiency improvements. They have a strong awareness of various

implementations, including solar panels on the roofs. Italians are eager to make improvements that

will provide true efficiency (such as triple glazing; insulation and solar hot water) rather than

“gimmicks” (Smart heating controls /underfloor heating can be seen in this way) as they are mainly

driven by a reduction of the running costs.

Green Mortgage reactions and opportunities

o Energy Efficiency Improvement Loan

Italian respondents showed a high interest in the Energy Efficiency Improvement Loan. The concept

feels like something that most would at least consider if available when re-mortgaging / buying. A

discount of 0.5% feels low considering low interest rates at the moment. Italian consumers feel it

would need to be more like 1% to encourage them to choose this mortgage option.

The EEIL feels easy to understand as consumers have taken loans for such works; the promise of a

better rate prompts curiosity and feels new. It is interpreted as a collective incentive for society to

renovate their homes and help the environment with the tangible benefit to the individual of

reducing monthly running costs

36

In terms of instalment options Italian consumers are ready to relinquish a fair amount of control and

let you manage the process for them. Especially the younger, less experienced consumers were

interested in the hassle-free option with the project management being taken care of. Older, more

experienced consumers are happy for you to manage the process but are hesitant to open their

homes to you for an initial survey. All still need to feel that they are the absolute key decision maker

in which EE measurements are implemented and the suppliers used for the installation

o Opportunity Energy Efficiency Improvement Loan

The concept could be even more strong if

more flexibility in choice of energy efficiency measure was offered

There was more time for completion

There was more flexibility in installer choice, e.g. provide option to self-choose own, local

installer

As many respondents have already done energy efficiency improvements to their homes via trusted

installers, they would appreciate the opportunity to stick to their trusted installer. Italian respondents

showed fairly large objections towards “strangers” visiting their home.

o Building Energy Passport

The Italian respondents with more mortgage experience showed interest in the building energy

passport. They perceived providing a record of their work and monitoring their energy usage as an

attractive benefit.

To the less experienced group no immediate value add was clear. They prefer to have their energy

provider manage the storing and recording of all the work done, as otherwise they feel the hassle-

free element of the conceptis eliminated.

Italian consumers are comfortable providing their data with banks and energy providers here - but

not their government!

o Green Home Discount

Italian respondents showed less interest in the Green Home Discount due to the high prices of eco-

homes and the little availability of eco-homes/new builds in the area of Milan. The concept felt like an

incentive for new builds for them.

The concept did not feel as relevant as the energy rating is only one out of many parameters when

choosing the future home. More important decision factors for Italians include value for money, size,

design, likeability and location.

37

Commercial recommendations

The research shows that a joint green mortgage offer by a utility and a bank would increase trust with

Italian customers as both energy providers and banks have strong credibility in Italy. Working with the

government, however, would certainly decrease the credibility.

Furthermore the offer can be improved by a clear communication, strong marketing. Due to the

research results no binding to the partner utility would be recommended.

The window of opportunity for the discussed concepts is small, as most Italians wait for their dream

home and lock in a mortgage for up to 25 years. Thus, a good understanding of when this small

window opportunity occurs is crucial.

UK


UK mortgage consumers

For UK consumers a mortgage is a route to home ownership which is seen as a rite of passage into

‘settled down’ adulthood. Getting on the ‘property ladder’ is a national obsession in a country with

too few homes for sale. Once acquired adding value to a first home is of great interest to younger

buyers who ultimately want to trade up to a larger, possibly family home in order to achieve financial

security.

Property prices are high in the uk and large deposits are required by lenders meaning that property

affordability is a key challenge for many consumer groups.

Mortgage switching is common in the UK eventhough mortgages are seen as complex. Switching

behaviour is driven by a desire to seek the cheapest deals.

Currently energy efficiency retrofit is limited beyond insulation and double glazing and it is mostly

driven by a desire to reduce energy bills although there is an underlying interest in helping to

preserve the environment. This is particularly true for younger mortgage holders.



The energy efficient mortgage loan was seen by most respondents as a welcome incentive which

could support home improvement activity. Respondents would take on home improvement mostly in

order to reduce their energy bills but also to improve the value of their homes.

Respondents found the survey attached to the loan to be an interesting product in its own right. The

provision of information about their home is of interest generally. There was a strong sense that the

resulting packages of improvements should be tailored to what the homeowner wants to achieve

38

with their home, for instance warmth, technologically advanced or focused on microgeneration. The

packages shouldn’t be too prescriptive or driven solely by energy efficiency.

Flexibility around timing of the start of the loan period is required. Respondents were interested in

the flexibility of being able to wait for a period of time after moving into their new home before

starting to make improvements. There were several reasons expressed for this desire, such as saving

money of their own to part fund the works; settling into the new home and getting to know it; finding

good local tradesmen.

In terms of the instalment options, UK consumes are evenly split in their reaction to the two

possibilities. Those that favour the ‘do it yourself’ option value the control that it gives them over the

project and the ability to choose their own installers. They would hope to achieve better value for

money, even if this may require managing more of the work themselves. Those preferring the ‘do it

for me’ approach value the convenience and avoiding the risk of going over budget. For both routes

however the accredited partner list needs to be managed carefully. Respondents fear being over

charged by unknown tradesmen, but they also fear being allocated cheap tradesmen who may not

provide a quality installation on their home. Flexibility around accreditation of installers would be

valued by respondents such that they may be able to get their local traders accredited.

In terms of the favoured measures for installation within the terms of the loan, insulation, double

glazing, solar panels and electric vehicle charging points are desired.

o Energy Efficiency Improvement Loan Opportunity

The loan should allow UK consumers to achieve what they want through installations. Their home is

still their castle, its one of the biggest investments that most will make. Therefore consumers will

demand a strong say in what is done to their home, by whom and how the loan is spent.

To be successful the loan provider and the surveyor will need to be able to understand the ‘lifestyle’

aims of the home owner and to deliver to these through the installation of energy efficiency

equipment.

The loan start date should be flexible, allowing the home owner to commence the work (and to

complete it) at a start point and within a time period that is acceptable to them.


For UK consumers this was accepted as an idea but was not a compelling selling point. The idea of

having a central repository of works and documents is seen as a good thing, but not if it gives

constant reminders or updates about energy performance or worse still tries to upsell other works. In

other words it needs to be somewhat passive. Respondents do not favour a tool that takes up too

much of their time. They welcome it as a digital library that they can interact with as and when they

39

see fit. The core advantage is that consumers wouldn’t lose vital documents. The passport of course

needs to be easy to use in terms of uploading documents.


For UK consumers this is something of a niche product, without wide appeal. It is seen as something

relevant to people lucky enough to live in an efficient home already. The opportunity of getting such

a discount wouldn’t move people to buy a new build over what they might consider to be their dream

home. Choice of a home is more likely to be influenced by location, size, layout and other features.

Cost and mortgage terms are of course a part of those decision criteria, but the prospect of qualifying

for a mortgage discount on the basis of the efficiency of the home is not.

o Building energy passport opportunity

As a central repository of evidence about the energy efficiency of the home and the works carried out

on it, this has some appeal. However it needs to be a passive facility and shouldn’t be seen as an

opportunity to sell other services to consumers. It shouldn’t too frequently alert or constantly remind

home owners about their use of energy, or the improvements that they might make to their energy

use behaviours.

o Commercial recommendations

Respondents agreed that it makes sense for an energy company to offer this service in collaboration

with a bank. Partnering in this way (perhaps through a co branding strategy) means that the

consumer can easily access all of the necessary financial and energy expertise needed to carry out

successful energy efficiency solutions. This approach would also instill confidence in the consumer

that they are working with trusted organisations at every step of the journey (financing, surveying,

installing, monitoring).

Certain of the loan features at this stage (qualitative research) seem to have greater appeal than

others and could be emphasised. For instance the two options for installation (do it yourself and do it

for me) within the loan are equally preferred and should be strongly communicated. On the other

hand the home energy passport seems to be of less interest in its tested format and probably

wouldn’t drive take up of the product. The discount mortgage for high efficiency homes has even less

appeal and is seen as something of a niche product for a specific customer group. It may find success

as a product for those specifically considering a high efficiency home.

Sweden

Swedish mortgage consumers

For Swedish consumers the mortgage market is seen as bureaucratic and inflexible. It is highly

regulated in Sweden. Swedes are not typically in a hurry to buy their first home but when they do city

homes in particular are likely to be apartments, meaning that their freedom to make changes to the

property is constrained by its physical characteristics.

40

Low interest rates and long term mortgages are common – extending the terms or refinancing is

difficult.


o Energy Efficienct Improvement Loan

The loan was well received generally by participants in the focus groups. It was seen as a good idea

and perhaps overdue, it meet s a latent need among Swedish consumers.

Packages of measures should be tailored to the needs of the homeowner but at the same time should

not hold up the house buying process. In market ‘hot spots’ (particularly cities) there is a need to

move quickly to secure a ‘dream’ home.

Overall in the opinion of consumers, this product could be an easier way to find additional financing

for home improvements.

When presented with the installation options, both ‘do it yourself’ and ‘do it for me’, were equally

well received.

Triple glazing and other more advanced measures appeal to the Swedish consumer


Reaction to the passport was fairly neutral. It’s seen as a logical step to place works documents in a

digital store of some sort. It’s a more convenient way of storing documents but wouldn’t be used

everyday and there is a good willingness to share data with banks, utilities and government, Swedes

have had good experiences of this, there haven’t been data protection scandals.

Some consumers are more likely to refer to this regularly than others so the overall level of

engagement with the product would need to be monitored.


This is a niche product but aspirational. It could encourage consumers to do works as soon as they

can to get the discount. It’s a reward for doing the right thing in terms of taking actions to reduce

energy bills, mortgage costs and to support the environment at the same time.

Germany


Germany is traditionally rather a rental market due to strong rights for tenant. However demand for

homes has been consistently strong with prices being high and growing steadily in big cities. New

builds are highly regarded and preferred by those that can afford them. The mortgage market is less

dynamic due to favourable lending terms often with long-term fixes of 10 years and more and fairly

strict affordability checks.

41

German mortgage consumers

German homeowners are very practical, privacy-conscious and responsible. Owning a home for them

comes with the main benefit of freedom and independence from their landlords and it is regarded as

a solid investment. They are rather careful in their decision making around debt, mortgages and

lenders and they typically wait until their mid/late-thirties to buy their first home. They like to be in

control and are very careful with regards to sharing personal data with official bodies like banks or

utilities.

German consumers know the energy efficiency category very well. Insulation and heat pumps are

particularly valued implementations of choice. As with Italy, consumers are motivated to make energy

improvements in order to reduce their energy bills. This benefit is heightened in Germany where

consumers are particularly conscious of energy bills rising in recent years.

The awareness of KfW loans is very high in Germany and some respondents have one already. In spite

of KFW’s favourable interest rates they are open to alternatives given the painpoints associated with

KfW. Usually additional admin for the customer is required as work with multiple parties (banks,

insurance and KfW) is needed.



In Germany, the reception of the Energy Efficiency Improvement Loan was much more lukewarm. It

doesn’t feel massively innovative or compelling here, as the KfW loans make funds available in a very

similar way. The EEIL feels to add only a small difference in interest which isn’t worth “paying for”

through their relinquishing control and provision of data. Also linking the loan directly with their

mortgage doesn’t inherently provide a perceived benefit. Overall, this isn’t seen to offer any strong

benefits relative to KfW’s alternatives.

In terms of instalment options the benefits of the no-hassle option come at a cost that is hard to

accept for Germans. Their worries about privacy and control outweigh the potential benefits of the

concept .They much more prefer control over choosing the installers. They are also quick to assume

that the accredited lists won’t include their preferred choices nor local installers and that cheap

installers would be in the lenders’ interest.

o Energy Efficiency Improvement Loan Opportunities

A clear communication strategy is recommended to create maximum transparency, as German

respondents are very conscious of hidden hacks. Furthermore, more flexibility in installer choice

would make the offer more attractive in Germany, e.g. have people choose their own installers and

extent the 12 months completion time if required. The cost aspect is also important and German

respondents would chose the EEIL over KfW if it was either cheaper, or equally cheap and more

flexible than KfW offers

42


The Building Energy Passport is not perceived in a very positive manner and in fact further reduces

consumers’ interest in the loan. They understand the cost is their data, which they are resistant to

share (regardless of who the end party is). In general German respondents do not see a value in them

sharing their data as they do not need help monitoring their usage nor continuing advice to make

home improvements


German respondents were more interested in the Green Home Discount and they felt it is very easy

to understand. For some, a discount would further motivate them to look for energy efficient or new

builds homes. However, those that do not consider these kind of homes felt that the discount on the

interest rate of 0.2% is too small to make them change their mind.

o Green Home Discount Opportunities

Also for this concept it is recommended to provide a clear communication strategy highlighting all key

benefits in an easy to understand manner. German consumers are particularly interested in seeing

the savings in total costs rather than the mere discount on the interest rate

o Commercial recommendations

German consumers feel open to a utility providing the concept, but compared to Italy it does not add

a special element of credibility.

43

Appendix 4 quantitative research online questionnaire

INTRODUCTION TO QUESTIONNAIRE

The quant questionnaire (20 minutes) covers the following areas:

Screening & demographics

Current mortgages, housing & personal loans

Proposition test – Green Mortgage (Energy Efficient Loan), Reaction to benefits,

Installation options A & B, Energy Supplier as the provider

Proposition test – Building Energy Passport

Attitudes to finance

Attitudes to green energy

Golden questions

Final classification questions

We’ve based our recommended approach on our discussions up to date, but we’re very

happy to discuss and revise the approach based on your feedback. Here and throughout

the questionnaire, we’ve outlined our assumptions, so do let us know if any of these need

tweaking, as this may shape how we recommend testing the propositions.

44

We’ve assumed the key product we’re testing is The Green Mortgage, offered at a

mortgage discount rate of -0.2% vs. a conventional mortgage. There are 2 routes to qualify

for this mortgage…

This first is consumers qualify if they agree to take out an Energy Efficiency

Improvement Loan to refurbish their home

The second is consumers who already have an A or B rated home would qualify for

this discount mortgage, or those who have a C rated home may qualify (this may

be tiered e.g. 0.1% for C vs. 0.2% for A or B)

Within the questionnaire we will ask all respondents about route 1, as after discussing

route 2, we’ve established it would be very appealing to all consumers who qualify for it (as

they don’t have to do anything, to get the discount!). Therefore instead, we’ll focus on

route 1, and just ask a couple of questions to understand if route 2 has the potential to

encourage consumers to buy a new build NB. We’ll need to be careful with the analysis

here, as this question will be particularly prone to overclaim

We will speak to the following respondents as part of this survey:

SAMPLE DEFINITION

Taken out a mortgage in the last 2 years, or be seriously considering taking up a

mortgage in the next 2 years (and have undertaken some research)

In field we will monitor the fall out of these key analysis groups…

o First time buyers (first ever mortgage)

o More experienced mortgage holders (have had 2 or more mortgages)

o Multiple mortgage holders (have 2 or more mortgages at one time)

SCREENER SECTION

We’ll use this section to ensure we speak to the right respondents – they must have recently

taken up a mortgage or be interested in taking up a mortgage / switching their mortgage in

the future.

45

INFO: SHOW ALL

To begin with, we just want to ask some general questions about you to check you’re eligible to take part…

S1. MC, ASK ALL Do you or anyone in your family work in the following industries? Please select all that apply

ROWS, RANDMOMISE

1 Advertising

2 Public relations

3 Newspapers, magazines or

publishing

4 Radio or television broadcasting

5 Marketing

6 Market research CLOSE

7 Banking / financial services CLOSE

8 Education

9 Retail

10 Energy CLOSE

99 None of these EXCLUSIVE, FIXED

S2. SC, ASK ALL Are you a homeowner?

ROWS

1 Yes

2 No

46

S3. SC, ASK ALL How many mortgages do you have for the following? If you have a mortgage for a second home or holiday home you live in, please include this under “properties that you live in”

ROWS

1 Properties that you live in

2 Properties that you rent out to

others

COLUMNS

1 0

2 1

3 2

4 3+

IF 2 OR MORE MORTGAGES THEN DEFINE AS “HAVING MULTIPLE MORTGAGES”

SHOW TO ANYONE WITH MORE THAN ONE MORTGAGE (2 OR MORE AT S3) INTRO: For the remainder of this survey we’d like you to think only about the mortgage you took out most recently

S4. SC, ASK ALL WITH AT LEAST 1 MORTGAGE (1 OR MORE AT S3)

Which of the following best describes your involvement in choosing which mortgage to

take out?

1 I was the sole decision maker

2 I made the decision with someone else

3 I was not involved in the decision making

SCREEN OUT ANYONE WASN’T INVOLVED IN THE DECISION MAKING (CODE 3 AT S4)

47

S5. SC, ASK ALL WITH A MORTGAGE (1 OR MORE AT S3)

When did you take out this mortgage?

If you’ve re-mortgaged your property, please think about when you took out your most

recent mortgage, and not just when you bought the property

ROWS

1 Within the last 6 months

2 6-12 months ago

3 1-2 years ago

4 2-5 years ago

5 5-10 years ago

6 10-20 years ago

7 More than 20 years ago

IF TAKEN OUT MORTGAGE IN THE LAST 2 YEARS (CODES 1-3) DEFINE AS RECENT DECISION MAKER

S6A. SC, ASK ALL WITH A MORTGAGE (1 OR MORE AT S3) Which of the following statements best describes why you took out this mortgage?

ROWS. RANDOMISE

1 First time buyer/s (first ever mortgage)

2 Switching mortgage on property you live in or holiday home

3 Re-mortgaging property you live in or holiday home

4 Moving into a new property

5 Purchasing a second home / holiday home

6 Purchasing a property to rent out to others

7 Switching mortgage on property you rent out to others

8 Re-mortgaging property you rent out to others

48

S6B. ASK ALL. MC

Are you likely to consider any of the following within the next 2 years?

Please select all that apply

ROWS

1 Taking out your first mortgage on a new home (first time buyer/s)

ONLY SHOW IF ZERO

MORTGAGES AT S3

2 Switching mortgage on property you live in or holiday home

3 Re-mortgaging property you live in or holiday home

4 Moving into a new property, and taking out a new mortgage

5 Taking out a mortgage on a second home / holiday home

6 Taking out a mortgage on a property to rent out to others

7 Switching mortgage on property you rent out to others

8 Re-mortgaging property you rent out to others

99 None of the above

49

S8. SC, ASK ALL

NON-HOMEOWNDER (S2=2): Thinking ahead to when you own a home, how likely are you

to consider making improvements to make it more energy efficient?

HOMEOWNER (S2=1): At some point in the future, how likely are you to consider making

improvements to your property/ a property you own, to make it more energy efficient? NB.

improvements could include anything from improving insulation i.e. double/triple glazing, to

installing solar panels on your roof

ROWS

1 1 – Definitely would not consider

2 2

3 3

4 4

5 5

6 6

7 7 –Definitely would consider

50

S9. SC, ASK IF UNLIKELY AT S8 (1,2)

Which of the following reasons best describes why you would not consider making improvements to your home to make it more energy efficient? Please select all that apply

ROWS. RANDOMISE

1 My home is already energy efficient HOMEOWNER

ONLY

2 I am likely to buy an energy efficient property so I wouldn’t

need the improvements

NON-HOMEOWNER

3 I am not interested in being energy efficient

4 I wouldn’t want to make improvements to my home

5

6

98 Other (please specify) FIXED &

EXCLUSIVE

SCREEN OUT IF DEFINITELY WOULD NOT CONSIDER (1 OR 2 AT S8) AND DO NOT SELECT

OPTIONS 1 OR 2 AT S9

SCREEN OUT IF HAVE NOT TAKEN OUT A MORTGAGE IN LAST 2 YEARS (1-3 @ S5) AND DO

NOT CONSIDER IN THE NEXT 2 YEARS

51

SCREEN OUT IF DO NOT CODE INTO ONE OF THE BELOW GROUPS

CODE RESPONSES INTO THE FOLLOWING DUMMIES FOR ANALYSIS PURPOSES

DSAMPLE1 (BASE TO BE ALL RESPONDENTS, MULTICODE)

1 L2Y – Took out first ever mortgage (first time buyer) RECENT

DECISION MAKER (LAST

2 YEARS)

IF 1-3 @ S5, AND 1 @ S6A

2 L2Y – Took out second or more mortgage (experienced mortgagees)

IF 1-3 @ S5, AND 2-8 @ S6A, AND S3=1

3 L2Y – Took out an additional mortgage (multiple mortgage holders on different properties)

IF 1-3 @ S5, AND 2-8 @ S6A, AND S3>1

4 Considering first ever mortgage (non-mortgage holders) ACTIVE

CONSIDERER (IN NEXT 2

YEARS)

IF 1 @S6B AND 1-8 @ S7

5 Considering second or more mortgages IF 2-8 @S6B AND 1-8 @ S7 AND S3=1

6 Considering additional mortgages IF 2-8 @S6B AND 1-8 @ S7 AND S3>1

52

CODE RESPONSES INTO THE FOLLOWING DUMMIES FOR ANALYSIS PURPOSES

DSAMPLE2 (BASE TO BE ALL RESPONDENTS, SINGLECODE)

IF FALL INTO BOTH GROUPS, THEN PRIORITISE RECENT DECISION MAKER OVER ACTIVE

CONSIDER

1 L2Y – Took out first ever mortgage (first time buyer)

RECENT DECISION

MAKER (LAST 2 YEARS)

IF 1-3 @ S5, AND 1 @ S6A

2 L2Y – Took out second or more mortgage (experienced mortgagees)

IF 1-3 @ S5, AND 2-8 @ S6A, AND S3=1

3 L2Y – Took out an additional mortgage (multiple mortgage holders on different properties)

IF 1-3 @ S5, AND 2-8 @ S6A, AND S3>1

4 Considering first ever mortgage (non-mortgage holders) ACTIVE

CONSIDERER (IN NEXT 2

YEARS)

IF 1 @S6B AND 1-8 @ S7 ONLY IF

DSAMPLE1 IS NOT EQUAL TO 1, 2 OR 3

5 Considering second or more mortgages

IF 2-8 @S6B AND 1-8 @ S7 AND S3=1

6 Considering additional mortgages IF 2-8 @S6B AND 1-8 @ S7 AND S3>1


1 Recent decision maker 1,2,3 @ DSAMPLE2

2 Active considerer 4,5,6 @ DSAMPLE2

53


1 First time buyers (first ever mortgage) 1 OR 3 @ DSAMPLE2

2 Experienced mortgagees (onto their second or more mortgage)

2 OR 5 @ DSAMPLE2

3 Multiple mortgage holders (have more than 1 mortgage on different properties)

3 OR 6 @ DSAMPLE2

NB. MULTIPLE MORTGAGE HOLDERS LIKELY TO BE SMALL A GROUP

54

SECTION A: MORTGAGES

This section will provide the basis for the proposition test, by capturing…

For recent decision makers (took out mortgage in last 2 years) – details on the

conventional mortgage they chose to take out

For active considerers (planning to take out mortgage in last 2 years) – details

about the conventional mortgage they are most likely to take out in the future

Later, in the proposition test, we will then introduce the Green Mortgage, and ask

consumers to compare this to the conventional mortgage they either took out, or are

considering taking out in the future. This conventional mortgage will then provide our

benchmark, and basis for comparison to the Green Mortgage (allowing us to look at likely

take up). This should provide a more useful comparison than just using a “neutral / market

average mortgage” as it relates to what each consumer has actually chosen / is likely to

choose.

NB. We are using different question wording for the 2 groups (recent decision makers and

active considerers) so ensure we ask questions in a way that is easiest for each respondent

to answer. For recent decision makers, it makes most sense to take them back to when they

made the decision – so questions will be in past tense. Whilst active considerers are already

in the decision-making mind set, so we want to ask questions in the present tense.

This is for questionnaire purposes only, at the analysis stage we will combine these 2 groups

(recent decision makers + active considerers) to provide a total view on likelihood to take

up.

NB. We have not however asked about any financial details (as we feel we’d have to collect

so many different aspects, that it would be it difficult to sensibly use this data at the

analysis stage). Therefore we recommend collecting broad aspects only, and we have not

included any financial detail (interest rate of mortgage / monthly out-goings / initial

deposit)

INFO: SHOW TO ALL Thanks for your answers so far, you are now through to the main survey! INFO: SHOW TO RECENT DECISION MAKERS (1 AT DSAMPLE3) THOSE WITH 1 MORTGAGE (1 @ S2): We’d now like to understand a bit more about the mortgage you currently hold. SHOW TO ANYONE WITH MORE THAN ONE MORTGAGE (2 OR MORE AT S2): Next we’d like to understand a bit more about the mortgage you most recently took out. For the rest of the survey, please answer about your most recent mortgage only

55

INFO: SHOW TO ACTIVE CONSIDERERS (2 AT DSAMPLE3) We’d now like to ask you a few more questions about the mortgage you are considering taking out in the next 2 years. NB. Your responses to these questions will be used for analysis purpose only, and all responses will be kept fully anonymous.

56

A1. ASK ALL. SC RECENT DECISION MAKERS: Which of the following best describes what type of mortgage you have? ACTIVE CONSIDERERS: Which of the following best describes what type of mortgage you are looking to take out? If you are considering more than one option, please tell us the option you are most likely to choose

ROWS. RANDOMISE

1

Standard variable rate (the rate at which you pay back your

mortgage is dependent on the rate the lender proposes and can

vary frequently, but is usually slightly higher than the Bank of

England’s base rate)

UK

2 Fixed rate (the rate you pay back your mortgage is fixed for the

full length of your deal, regardless of changes in interest rates)

UK

3 Tracker (the rate you pay back your mortgage moves in line

with the Bank of England’s base rate)

UK

4 Discount (the rate you pay is a discount off a lender’s standard

variable rate, and typically tends to last for short periods)

UK

5 Capped rate (the rate you pay back is variable but the rate has

an upper limit so the rate is guaranteed not to exceed this cap)

UK

6

Offset (this agreement keeps debt and savings separate with

the same lender, with the cash savings used to reduce the

amount of mortgage interest charged)

UK

7 Interest only (you only pay interest to your lender each month) UK

8

Standard variable rate (tasso variabile) (the rate at which you

pay back your mortgage is dependent on the rate the lender

proposes and can vary frequently, it follows reference indices as

the Euribor of the ECB reference rate)

ITALY

9

Fixed rate (tasso fisso) (the rate you pay back your mortgage is

fixed for the full length of your deal, the fixed rate is generally

based on the official index for long term loans (IRS))

ITALY

10 Discount (the rate you pay is a discount off a lender’s standard

variable rate, and typically tends to last for short periods)

ITALY

11

Capped rate (variabile con cap) (the rate you pay back is

variable but the rate has an upper limit so the rate is guaranteed

not to exceed this cap)

ITALY

12

Variable rate with constant monthly repayment (variabile rata

costante) (the rate is variable but the repayment is fixed at the

onset of the mortgage - there may be changes in the length of

the mortgage; longer when the rates increase, shorter when they

decrease)

ITALY

13

Mixed rate (tasso misto) (during the mortgage’s life following a

predefined timeline (e.g. every two years) it is possible to

choose between a fixed or variable rate (optional), rate and

repayment schemes will follow the same pattern as a classic fix

or variable rate agreement)

ITALY

14 Standard variable rate (rörlig ränta) (the rate at which you pay

back your mortgage is dependent on both the rate the lender

SWEDEN

57

proposes and the creditworthiness of the borrower - it can vary

frequently)

15

Fixed rate (fast ränta) (the rate you pay back your mortgage is

fixed for the full length of your deal, regardless of changes in

interest rates. Generally, after a predefined period of 3-5-7-10

year the borrower can renegotiate the interest rate.)

SWEDEN


EXCLUSIVE

99 I’m not sure FIXED &

EXCLUSIVE

A2. SC, ASK IF REMORTGAGED/SWITCHED OR INTENDING TO REMORTGAGE/SWITCH (S6A OR S6B = 2 OR 3) RECENT DECISION MAKERS: Which of the following best describes why you re-mortgaged or switched your mortgage? ACTIVE CONSIDERERS: Which of the following best describes why you are planning to re-mortgage or switch your mortgage?

ROWS. RANDOMISE

1

To pay off the mortgage faster (i.e. reduce the term of the

mortgage, increase monthly payments, make an

overpayment)

2 To reduce my monthly outgoings

3 To make home improvements (i.e. increase amount

borrowed)

4 To pay for something else (e.g. a holiday)

5 To get a better deal on my mortgage

6 To move my mortgage to the same provider as my

bank/savings account

7 My existing mortgage came to an end


EXCLUSIVE

A3. SC, ASK RECENT DECISION MAKERS ONLY Did you do any research when taking out this mortgage?

Please select all that apply

ROWS. RANDOMISE

1 Visited comparison websites (e.g. Money supermarket,

Compare the market)

58

2 Visited financial advice sites (e.g. Money saving expert)

3 Visited the website of the bank I have my mortgage with KEEP WITH 4

4 Visited the website of other banks / building societies KEEP WITH 3

5 Visited a branch of the bank I have my mortgage with KEEP WITH 6

6 Visited a branch of other banks / building societies KEEP WITH 5

7 Spoke to friends and family

8 Spoke to a financial advisor / intermediary / mortgage broker

98 Other (please specify) FIXED. OE.

99 None of these – I haven’t done any research FIXED.

EXCLUSIVE

KEEP CODES 3 AND 4 / 5 AND 6 TOGETHER AND IN THE SAME ORDER. SO 3 AND 4 WILL

ALWAYS APPEAR TOGETHER, AS WELL 5 AND 6 (AND IN THAT ORDER)

59

MORTGAGE PROVIDERS USED A5. SC, ASK ALL RECENT DECISION MAKERS: Which of the following lenders provide your current mortgage? ACTIVE CONSIDERERS: Which of the following lenders are you most likely to consider for your mortgage? Please select one only

ROWS. SHOW IN ALPHABETICAL ORDER

1 PLACEHOLDERS

2

3

4

5

6

7

8

9

10

97 Other (please specify) FIXED. OE

TYPE OF HOUSING ASSOCIATED WITH MORTGAGE A6. SC, ASK ALL

RECENT DECISION MAKERS: Which of the following best describes the type of property you

took this mortgage out for?

ACTIVE CONSIDERERS: Which of the following best describes the type of property you are

considering buying? Please select the 1 option you’d be most likely to buy

ROWS, RANDOMISE

60

1 New build (brand new property)

2 Older property

VALUE OF PROPERTY A7. SC, ASK ALL

RECENT DECISION MAKERS: What was the value of the property when you took out this

mortgage?

ACTIVE CONSIDERERS: Which of the following best describe the value of the property you

are looking to buy? Please select the 1 option you’d be most likely to buy

1 Less than £75,000

2 £75,000 - £125,000

3 £125,001 - £200,000

4 £200,001 - £250,000

5 £250,001 - £300,000

6 £300,001 - £400,000

7 £400,001 - £500,000

8 £500,001 - £750,000

9 £750,001 - £1,000,000

10 £1,000,001 - £1,500,000

11 £1,500,001 - £2,000,000

12 £2,000,001+

97 Prefer not to say

99 I’m not sure

AWARENESS & UNDERSTANDING OF ENERGY CLASSIFICATON

A8. ASK ALL, SC

Have you heard of the Energy Performance Certificate for properties?

ROWS. FIXED

1 I have heard of it and I’m clear

what it’s for

61

2 I have heard of it, but I’m not sure

what it’s for

3 I have not heard of it

ENERGY EFFICIENY RATING OF HOME

A9. SC ASK ALL RECENT DECISION MAKERS

What is the energy efficiency rating of your home?

This is the energy efficiency rating on the Energy Performance Certificate for your home

ROWS. FIXED

1 A

2 B

3 C

4 D

5 E

6 F

7 G

99 I don’t know

LIKELIHOOD TO TAKE OUT A LOAN TO MAKE HOME IMPROVEMENTS

A10. SC, ASK ALL

62

How likely are you to consider taking out a bank or building society loan in order to make

home improvements on your property? Please think about a loan for substantial home

improvements (worth a minimum of £12,000) of any kind

Please think specifically about taking out a bank or building society loan, and not other ways of financing such as re-mortgaging your property Please answer using the scale below, where 1 is ‘Not at all likely’ and 7 is ‘Very likely’

ROWS

1 Not at all likely

2

3

4

5

6

7 Very likely

SECTION B: PROPOSITION TEST (GREEN MORTGAGE) We understand this is the key product to test, so this will form the biggest part of the questionnaire. As discussed, we need to provide a benchmark to help contextualise the likely take up the loan. Therefore once we have tested appeal, relevance and understanding of the Green Mortgage, we will test likelihood to take up in the context of the conventional mortgage they recently took out / or the mortgage they are considering taking out e.g. if this loan had been available / was available, how likely are you to take up the Green Mortgage vs. The Conventional Mortgage. We can also compare the Green Mortgage to taking out a Personal Loan, by comparing the results to A10 (personal loan) This will give us 2 benchmarks for “likelihood to take out”. Other metrics such as appeal, relevance and understanding will not have a benchmark (we’ll just look at these in isolation)

INFO: SHOW TO ALL Thanks for your answers so far! We’d now like you to consider an idea for a new mortgage product… Please click next to continue

Please read the following information closely.

SHOW PROPOSITION – THE GREEN MORTGAGE TO ALL RESPONDENTS– HOLD ON SCREEN We’d now like to get your feedback on the new mortgage product you have just seen.

63

APPEAL

B1. SC, ASK ALL Thinking broadly about the new mortgage product you have seen, how appealing do you find it? Please answer using the scale below, where 1 is ‘Not at all appealing and 7 is ‘Very appealing’ PROVDE THUMB NAIL WITH LINK TO REVIEW PROPOSITION AGAIN ON SCREEN

ROWS

1 Not at all appealing

2

3

4

5

6

7 Very appealing

64

RELEVANCE

B2. SC, ASK ALL How relevant is this new mortgage product to you? Please answer using the scale below, where 1 is ‘Not at all relevant and 7 is ‘Very relevant’ PROVDE THUMB NAIL WITH LINK TO REVIEW PROPOSITION AGAIN ON SCREEN

ROWS

1 Not at all relevant

2

3

4

5

6

7 Very relevant

65

UNDERSTANDING

B3. SC, ASK ALL How clear are you on how this new mortgage product works? Please answer using the scale below, where 1 is ‘Not at all clear and 7 is ‘Very clear’ PROVDE THUMB NAIL WITH LINK TO REVIEW PROPOSITION AGAIN ON SCREEN

ROWS

1 Not at all clear

2

3

4

5

6

7 Very clear

LIKELIHOOD TO TAKE OUT

B4. SC, ASK ALL RECENT DECISION MAKERS: We’d now like you to compare this new mortgage product to the [CONVENTIONAL MORTGAGE] you took out in the last two years. How likely would you have been to take out the Green Mortgage, along with the Energy Efficiency Improvement Loan instead? Please assume the Green Mortgage would be offered by a lender you know and trust. Remember the Green Mortgage would be available across the full range of mortgage types e.g. fixed, tracker, variable, at a competitive interest rate i.e. in line with existing mortgage products on today’s market ACTIVE CONSIDERERS: We’d now like you to compare this new mortgage product to the [CONVENTIONAL MORTGAGE] you told us you are considering taking out in the next two years. How likely are you to take out the Green Mortgage, along with the Energy Efficiency Improvement Loan instead? Please assume the Green Mortgage would be offered by a lender you know and trust. Remember the Green Mortgage would be available across the full range of mortgage types e.g. fixed, tracker, variable, at a competitive interest rate i.e. in line with existing mortgage products on today’s market Please answer using the scale below, where 1 is ‘Not at all likely’ and 7 is ‘Very likely’ PROVDE THUMB NAIL WITH LINK TO REVIEW PROPOSITION AGAIN ON SCREEN

ROWS

1 Not at all likely

2

3

4

5

6

7 Very likely

66

B5A. OE, IF 4-7 AT B7 Please tell us why you’d be likely to take out the Green Mortgage, along with the Energy Efficiency Improvement Loan? Please tell us in your own words below

OPEN TEXT BOX

B5B. OE, IF 1-3 AT B7 Please tell us why you’d be unlikely to take out the Green Mortgage, along with the Energy Efficiency Improvement Loan? Please tell us in your own words below

OPEN TEXT BOX

67

FORCED CHOICE CONSIDERATION

B6. SC, ASK ALL RECENT DECISION MAKERS: And again, assuming both options were available, which mortgage would you be most likely to choose? ACTIVE CONSIDERERS: And again, assuming both options are available, which mortgage are you most likely to choose? Please assume the Green Mortgage would be offered by a lender you know and trust. Remember the Green Mortgage would be available across the full range of mortgage types e.g. fixed, tracker, variable, at a competitive interest rate i.e. in line with existing mortgage products on today’s market

ROWS

1 I definitely would choose [CONVENTIONAL MORTGAGE]

2 I probably would choose [CONVENTIONAL

MORTGAGE]

3 Equally likely to take up either

4 I probably would choose the Green Mortgage, along

with the Energy Efficiency Improvement Loan

5 I definitely would choose the Green Mortgage, along with the Energy Efficiency Improvement Loan

68


2

3

4

5

6

7 Very appealing

APPEAL OF FEATURES

B7B. SC, ASK ALL And which of the following do you find most appealing? Pick top 3, then your top 1

ROWS

1 PIPE THROUGH ALL SELECTED 6/7 AT B7A

BELIEF IN FEATURES

B8. SC, ASK ALL To what extent do you agree that the Green Mortgage, along with the Energy Efficiency Improvement Loan would offer you the following benefits? Please answer for each aspect

ROWS

1 Enables me to get a lower interest rate on my mortgage (-0.2%)

2 Enables me to get a competitive loan to make home

improvements (with a significantly lower interest

rate than a conventional consumer loan)

3 Would bring down the cost of my energy bills

4 Would increase the value of my property

5 Would give me a warmer, more comfortable home

6 Would reduce my carbon footprint

7 Would make it easier to sell my property

8 Would allow me to save money long term

69

COLUMNS

1 Do not agree at all

2

3

4

5

6

7 Strongly agree

70

TEST AND SIZE BENEFITS THAT MAY BE OFFERED ALONGSIDE THE GREEN MORTGAGE

B9A. SC, ASK ALL

We’d now like you to consider various different benefits that may be offered as part of this

new mortgage product. Please consider each benefit in turn, and tell us how important you

think this benefit is, in encouraging you to take out the Green Mortgage, along with the

Energy Efficiency Improvement Loan.

ROWS

1 £500 cashback for taking out the mortgage product

2 No product application fee

3 Free energy improvement assessment survey

4 Ability to pay off the additional loan at any time

during the mortgage term, with no penalties

5 Receive cashback for a property value survey

(which would estimate how much your property

would increase in value, following improvement

works)

COLUMNS

1 Not at all important

2

3

4

5

6

7 Very important

71

RANK ADDITIONAL BENEFITS – THIS WILL ALLOW US TO PROVIDE A HIEARCHY AND

THEREFORE IDENTIFY THE BEST BENEFIT PACKAGE

B9B. SC, ASK ALL

And if the following were offered, which do you think would be most important in

encouraging you to take up the Green Mortgage, along with the Energy Efficiency

Improvement Loan?

Please select your top 3, and then your number 1 choice

ROWS

1 PIPE THROUGH ALL SELECTED 6/7 AT B9A

BARRIERS

B10A. SC, ASK IF FIND UNAPPEALING AT B1 (CODES 1-3) Earlier in the survey, you said you did not find this new mortgage product appealing. Which of the following best describe why that is? Please select all that apply

ROWS

1 I am not interested in renovating my home

2 It would be too much hassle to renovate my home

3 I don’t want to take out an additional loan

4 I am unclear as to what the benefits would provide

5 I would worry about getting the works done

6 I am not interested in making my home more

energy efficient

7 I don’t see myself in my home long enough to

benefit

8 It seems too complicated

9 I don’t understand how it works

10 I would worry this would tie me in to a certain

mortgage provider for a long time

11 I’d worry about having larger monthly

repayments

12 I’m already planning on buying an energy efficient

home, therefore it is not applicable to me / I have

already have an energy efficient home, therefore it

is not applicable to me

WORDING

DEPENDANT ON

RECENT DECISION

72

MAKERS / ACTIVE

CONSIDERERS

BARRIERS

B10B. SC, ASK IF FIND UNAPPEALING AT B1 (CODES 1-3) And which of the following reasons are most key? Select up to 3, then pick 1

ROWS

1 PIPE IN SELECTED AT B10A

73

SECTION C: ACCEPTABILITY OF E.ON AS THE PROVIDER

C1. SC, ASK ALL

We’d now like you to consider the same new Green Mortgage product again.

This mortgage product would be provided by the bank/lender of your choice, together

with an Energy Supplier. Now you know a lender would be partnering with an Energy

Supplier to offer this new mortgage product, is it more or less appealing to you?

NB. The Energy Supplier would support in the assessment of energy improvement measures, installation of the improvement works to help make your property more energy efficient and the after-care of maintaining the energy performance of your improved property PROVDE THUMB NAIL WITH LINK TO REVIEW PROPOSITION AGAIN ON SCREEN

ROWS

1 Much less appealing

2

3

4

5

6

7 Much more appealing

74

C2. SC, ASK ALL

And again knowing a lender would be partnering with an Energy Supplier to offer this

new mortgage product, are you more or less likely to take up the Green Mortgage, along

with the Energy Efficiency Improvement Loan than you were before?

PROVDE THUMB NAIL WITH LINK TO REVIEW PROPOSITION AGAIN ON SCREEN

ROWS

1 Much less likely

2

3

4

5

6

7 Much more likely

75

C3. SC, ASK ALL

We’d now like you to consider some other benefits that the government may offer if you

choose to take up the Green Mortgage, and make home improvements using the Energy

Efficiency Improvement loan.

How appealing do you find each of the following benefits?

ROWS, RANDOMISED

1 If you received a tax rebate on stamp duty/transaction tax you paid when you bought your property / If you receive a tax rebate on the stamp duty/transaction tax you will pay when you buy your property

SHOW DIFFERENT

WORDING FOR

RECENT

DECISION

MAKERS / ACTIVE

CONSIDERERS

STAMP DUTY IN

UK

TRANSACTION

TAX IN SWEDEN

AND ITALY

2 If the Energy Efficiency Improvement loan was offered at a 0% borrowing rate

3 If the stamp duty/transaction tax applied to the future sale of your property was reduced

STAMP DUTY IN UK

TRANSACTION TAX

IN SWEDEN AND

ITALY

COLUMNS


2

3

4

5

6

7 Very appealing

76

C4. SC, ASK ALL

And which of the following do you think would be most important in encouraging to take

up this new mortgage product?

Please rank in order from 1 – most important to 3- least important

ROWS, RANDOMISED

1 If you received a tax rebate on stamp duty/transaction tax you paid when you bought your property / If you receive a tax rebate on the stamp duty/transaction tax you will pay when you buy your property

SHOW DIFFERENT

WORDING FOR

RECENT

DECISION

MAKERS / ACTIVE

CONSIDERERS

STAMP DUTY IN

UK

TRANSACTION

TAX IN SWEDEN

AND ITALY

2 If the Energy Efficiency Improvement loan was offered at a 0% borrowing rate

3 If the stamp duty/transaction tax applied to the future sale of your property was reduced

STAMP DUTY IN UK

TRANSACTION TAX

IN SWEDEN AND

ITALY

77

SECTION D: BUILDING ENERGY PASSPORT

Asked to all once they have completed the section on EEL

INTRO: We’d now like you to consider another product, which may be available to

consumers who take out a Green Mortgage.

INTRODUCE BUILDING ENERGY PASSPORT TO RESPONDENTS

D1. SC, ASK ALL

How appealing do you find the Home Energy Passport you have just seen?

ROWS


2

3

4

5

6

7 Very appealing

D2. SC, ASK ALL

How clear are you on how the Home Energy Passport works?

ROWS

1 Not at all clear

2

3

4

5

6

7 Very clear

78

D3. SC, ASK ALL

Now you know the Home Energy Passport would be offered as part of the Green

Mortgage, does it make you more or less likely to take out the Green Mortgage, along

with the Energy Efficiency Improvement Loan?

ROWS

1 Much less likely

2

3

4

5

6

7 Much more likely

79

SECTION E: INSTALLATION OPTIONS

INTRO: We’d now like you to consider two different options for installing the home

improvements which are provided by the Energy Efficiency Loan.

Please review this installation option, and then click below to answer the questions that

follow.

SHOW INSTALLATION OPTION A OR B THEN ANSWER QUESTIONS C1-C3.

ROTATE INSTALATION OPTIONS A AND B PER RESPONDENT, SHOWING ALL QUESTIONS

(LOOP)

APPEAL

E1. SC, ASK ALL

How appealing do you find the below installation option?

SHOW OPTION A/B – HOLD ON SCREEN

ROWS


2

3

4

5

6

7 Very appealing

80

WHY APPEALING

E2A. MC, IF APPEALING AT E1 (CODES 4-7)

Which of the following best describe why you find it appealing?

ROWS, RANDOMISE

1 The quality of the installation is guaranteed

(because the installer is recommended)

OPTION A ONLY

2 Not having the hassle of managing the

installation myself

OPTION A ONLY

3 Not having to worry about which installer to use

(because the installer is recommended)

OPTION A ONLY

4 Not having to pay the installer myself OPTION A ONLY

5 The loan not being paid directly to me OPTION A ONLY

6 The cost of the installation is guaranteed (and I

wouldn’t need to worry about additional costs

building up)

OPTION A ONLY

7 I wouldn’t need to worry about doing any DIY

myself

OPTION A ONLY

8

9

10

11 The quality of the installation is guaranteed

(because I can pick myself from an accredited list

of installers)

OPTION B ONLY

12 Having more control and flexibility because I can

manage the installation myself

OPTION B ONLY

13 Not having to worry about using an installer I

don’t know or trust

OPTION B ONLY

14 Being able to pay the installer myself OPTION B ONLY

15 The loan being paid directly to me OPTION B ONLY

16 I would have more control over the cost of the

installation OPTION B ONLY

17 I would have the option of doing some of the

work myself

OPTION B ONLY

18

19

20

98 Other – please specify

81

WHY UNAPPEALING

E2B. MC, IF UNAPPEALING AT E1 (CODES 1-3)

Which of the following best describe why you find it unappealing?

ROWS, RANDOMISE

1 I would worry the installation would not be good

quality (because I do not choose the installer

myself)

OPTION A ONLY

2 I would have less control and flexibility because I

wouldn’t be managing the installation myself OPTION A ONLY

3 I might have to use an installer I do not know or

trust OPTION A ONLY

4 I would not be able to pay the installer myself

(therefore not guarantee value for money) OPTION A ONLY

5 The loan not being paid directly to me OPTION A ONLY

6 I would not have control over the cost of the

installation OPTION A ONLY

7 I wouldn’t have the option of doing some of the

work myself OPTION A ONLY

8

9

10

11 I would worry the installation would not be good

quality (because I would have to select the

installer myself / instead of it being guaranteed)

OPTION B ONLY

12 I would have the hassle of having to manage the

project myself OPTION B ONLY

13 I would have to worry about which installer to

use OPTION B ONLY

14 Having to pay the installer myself OPTION B ONLY

15 The loan being paid directly to me OPTION B ONLY

16 I would have to worry about the cost of the

installation myself (because it would not be

guaranteed)

OPTION B ONLY

82

17 I wouldn’t want to do any of the work myself OPTION B ONLY

18

19

20

98 Other – please specify

84

REPEAT FOR EACH OPTION A AND B

PERFORMANCE GUARANTEE

E3. SC, ASK ALL

We’d now like you to consider another aspect of this installation option.

SHOW THUMBNAIL OF INSTALLATION OPTION A/B FOR RESPONDENTS IF NEEDED

SHOW IF OPTION A: As the installation works would be managed by one of our

Accredited Partners, the quality of the installation would be guaranteed. This means

we’d guarantee the improvement works would make your property more energy

efficient. If the works did not improve energy efficiency, you would be eligible for

financial reimbursement.

NB. This guarantee would be subject to residents in the property using energy within

appropriate limits i.e. no over excess use of energy like turning up the heating to

extreme temperatures or leaving taps running for a long time

SHOW IF OPTION B: As you would be managing the installation works, you would also be

responsible for the quality of the installation. As part of this, your lender may require you

to take out insurance (small monthly payment), to guarantee the improvements works

would make your property more energy efficient. This is to protect against the event in

which your improvement works did not improve the energy efficiency of your property.

NB. This agreement would be subject to residents in the property using energy within

appropriate limits i.e. no over excess use of energy like turning up the heating to

extreme temperatures or leaving taps running for a long time

Now you know more about this installation option, do you find it more or less appealing

than you did before?

85

SHOW OPTION A/B – HOLD ON SCREEN

ROWS

1 Much less appealing

2

3

4

5

6

7 Much more appealing

86

E3. SC, ASK ALL

Now you have seen both installation options, which would be your preference?

ROWS

1 Strongly prefer option A

2

3

4

5

6

7 Strongly prefer option B

87

SECTION X: IMPLICATIONS FOR NEW BUILDS

As we’ve now removed route 2 from the questionnaire, we’ve added a couple of

questions here to probe about implications for consumers looking for new builds. NB. We

should be cautious of the results here, as we’re likely to get some overclaim

X1. SC, ASK ALL

Which of the following aspects of a property are most important when considering which

property to buy?

Please select the top 3 aspects

ROWS, RANDOMISE

1 How energy efficient the property is

2 Location

3 Price

4 Age of the property

5 Layout of the property

6

7

X2. SC, ASK ALL

In the future, the Green Mortgage shown earlier (offering up to a -0.2% discount on your

mortgage), may be available on properties which are already energy efficient e.g. new

build, or an older property with Energy Performance rating of A, B or C rating.

If this Green Mortgage was available as above, to what extent would it impact your

decision on which property to buy?

ROWS

1 It would have no impact on my decision on

which property to buy

2 It might make me consider buying an energy

efficient property, but is unlikely to effect my

final decision

88

3 It would make me more likely to buy an energy

efficient property

89

SECTION F: KEY ATTITUDES

This will be useful at the analysis stage to cut the data.

GENERAL ATTITUDES (FINANCE/DIY)

F1. ASK ALL. SC PER ROW.

Below are some statements that people have made about their personal values, attitudes

and preferences. Using the scale below please select which of these statements you agree

most strongly with

7 POINT SCALE – A STATEMENT ON THE LEFT END, B STATEMENT

ON THE RIGHT END. RANDOMISE GROUPINGS. RANDOMISE

ORDER

1A I have very little experience with DIY or making

improvements round the house

1B I am experienced and confident at DIY and

making improvements round the house

2A I like to take risks

2B I’m more cautious and avoid taking risks where

possible

3A I tend to spend money without thinking

3B I always shop around to make sure I get the best

product at the best price

4A I like to keep up to date with the latest

developments in the financial market

4B I always feel one step behind with what’s going

on in the financial market

5A I feel worried about the financial outlook in the

UK

5B I feel optimistic about the financial outlook in the

UK

91

SECTION G: AWARENESS OF ENERGY SUPPLIERS & ATTITUDES TO GREEN ENERGY

This will be key to help us profile the type of consumers who are most likely to take up the

different propositions

INFO: SHOW TO ALL Thanks for your answers so far! Next we’d like to ask your thoughts on energy efficiency in the home.

ENERGY SUPPLIERS USED

G1. SC, ASK ALL

Firstly we’d now like you to think about the property associated with your most recent

mortgage.

Which of the following energy suppliers supply gas or electricity to this property?

Please select all the apply

ROWS. SHOW IN ALPHABETICAL ORDER

1

2

3

4

5

6

7

8

9

10

97 Other (please specify) FIXED. OE

93

ATITTUDES TO ENERGY USAGE

G2. ASK ALL. SC PER ROW

Below are some statements that other people have made about energy usage in the home.

To what extent do you agree with each of these statements?

ROWS. RANDOMISE

1 I always keep a very close eye on my household’s

energy usage

2 I worry about the impact that my household’s energy

use has on the environment

3 Energy efficiency is not something I really think

about

COLUMNS

1 1 – Do not agree at all

2 2

3 3

4 4

5 5

6 6

7 7 – Completely agree

94

ATTITUDE TO ENVIONMENTALLY FRIENDLY PRODUCTS IN THE HOME

G3. ASK ALL. SC PER ROW

Now we’d like to ask about some environmentally friendly products that you can have at

home.

Which of the statements best describes how much you know about…?

ROWS. RANDOMISE

1 Solar / PV roof panels

2 Solar batteries

3 Solar hot water

4 Rainwater harvesting tanks

5 Triple window glazing

6 LED lightbulbs

7 Air source heat pumps

8 Ground source heat pumps

9 Smart meter

10 Smart thermostat

11 High efficiency boiler

12 Wall insulation

13 Attic insulation

COLUMNS

1 I have this / these at home

2 I’ve looked into getting this / these at home

3 I’ve heard of this / these but never looked into getting it

95

4 I’ve never heard of this / these

96

SECTION H: GOLDEN QUESTIONS

Used to assign segments to respondents, for analysis purposes. We’ll need to review which

level of accuracy we include according to questionnaire length

ATTITUDES

H1. ASK ALL. SC Below are some statements describing general attitudes or opinions a person might have. Please tell us to what extent you agree with these statements.

ROWS. RANDOMISE

1 I would describe myself as very

environmentally conscious

RED

2 If things aren’t hassle-free I get

annoyed

ORANGE

3 It is very important to me to be well

organized

RED

COLUMNS

1 1 – Completely disagree

2 2

3 3

4 4

5 5

6 6

7 7

8 8

9 9


99 Don’t know

97

BEHAVIOUR

H2. ASK ALL. SC We’d now like to gain an understanding of your personal purchase habits. By this we mean how you make decisions about what to buy, what type of products you prefer and how you spend money. Please indicate to what extent the following statements reflect your personal purchase habits.

ROWS. RANDOMISE

1

I don’t spend a lot of time

comparing prices and details of

different products; I choose

whichever is best for me

ORANGE

2

To me, comparing many different

options is an unnecessary waste of

time and a lot of frustration

RED

3

I find it difficult to make a decision;

I always tend to continue looking

for more information

RED

4

I never go for the first offer, I

always try to bargain or find a

better deal

ORANGE

5

It’s very important I know the

environmental impact of a product

before I buy it

ORANGE

6 I am prepared to pay more for

extra comfort

ORANGE

7 I am willing to pay more for better

quality

RED

COLUMNS

1 1 – Completely disagree

2 2

3 3

4 4

98

5 5

6 6

7 7

8 8

9 9


99 Don’t know

99

SECTION I: FINAL CLASSIFICATION

Here we’ll capture key demographic information about respondents, this will be used to cut

the data at the analysis stage

TAKEN OUT A LOAN TO MAKE HOME IMPROVEMENTS

I1. SC, ASK ALL MORTGAGE HOLDERS (EVERYONE EXCEPT DSAMPLE2 = 4)

Have you ever taken out a personal loan in order to make home improvements to your

property?

ROWS, FIXED

1 Yes

2 No

AGE

I2. SC, ASK ALL And how old are you? Please write in

CODE ANSWERS TO:

1 Under 18 SCREEN OUT

2 18-34

3 35-54

4 55+

GENDER

I3. SC, ASK ALL Are you…?

1 Male

2 Female

100

REGION I4A. SC, ASK ALL In which of the following areas do you live?

1

2

3

4

5

6

7

8

9

10

11

12

13

99 None of the above

REGION I4B. SC, ASK ALL In which of the following best describes the type of area you live in?

1 City

2 Town

3 Small village / countryside

HOUSEHOLD I5. SC, ASK ALL Including yourself, how many adults and children under the age of 18 live in your household?

ROWS, FIXED

1 1

2 2

3 3

101

4 4+

99

None ONLY SHOW FOR

CHILDREN

COLUMN

COLUMNS

1 Adults

2 Children (under 18)

INCOME I6. SC, ASK ALL What is your total household income per year, before tax?

ROWS, FIXED

1

2

3

4

5

6

7

8

9

10

99 Prefer not to say

eemap project deliverable d2.7 consumer research insights ... · d2.7 – consumer research...

Documents