Consumer Research in DE, IT, SE & UK – 2018

Developing a new market across Europe for Energy Efficient Mortgages (EEM) can only happen if customers are willing to buy into and take up this innovative new product. If they are to do this they must believe that it offers them real benefits. Therefore, a critical step in the market development process is to ensure a deep understanding of what will move customers towards engaging with the benefits of EEM versus a conventional mortgage product. As such, the consumer research programme of the EeMAP project has the fundamental objective of evaluating the overall appeal among core customer groups for an EEM. Therefore, an initial concept with likely features of future EEM concepts was developed to probe what features drive customer appeal the most. The crucial findings presented in this report can be used to guide the future development of an EEM concept and its market launch.