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
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
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
Why would this be important / attractive to them?
What would be the benefit?
How would it make them feel towards a provider?
[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
Why would this be important / attractive to them?
What would be the benefit?
How would it make them feel towards a provider?
31
[Moderator to reveal initial headline of second mortgage]
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
Why would this be important / attractive to them?
What would be the benefit?
How would it make them feel towards a provider?
[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
Why would this be important / attractive to them?
What would be the benefit?
How would it make them feel towards a provider?
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]
Activity: Private response
• Write down 1 sentence that captures your initial thoughts
33
• 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
Why would this be important / attractive to them?
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
Mortgage market context
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.
Green Mortgage reactions and opportunities
o Energy Efficiency Improvement Loan
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.
o Building Energy Passport
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.
o Green Home Discount
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.
Green Mortgage reactions and opportunities
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
o Building Energy Passport
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.
o Green Home Discount
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
Mortgage market context
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.
Green Mortgage reactions and opportunities
o Energy Efficiency Improvement Loan
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
o Building Energy Passport
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
o Green Home Discount
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
DSAMPLE3 (BASE TO BE ALL RESPONDENTS, SINGLECODE)
1 Recent decision maker 1,2,3 @ DSAMPLE2
2 Active considerer 4,5,6 @ DSAMPLE2
53
DSAMPLE4 (BASE TO BE ALL RESPONDENTS, SINGLECODE)
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
98 Other (please specify) FIXED &
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
98 Other (please specify) FIXED &
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
1 Not at all appealing
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
1 Not at all appealing
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
1 Not at all appealing
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
1 Not at all appealing
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
83
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
90
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
92
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
10 10 – Completely agree
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
10 10 – Completely agree
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
102