Messaging strategies to drive heat pump adoption in Minnesota

Summary

The MN ASHP Collaborative worked with Behavioral Insights Team to conduct a mixed-methods research project to identify barriers and motivations around heat pump adoption and messaging strategies for homeowners. Research methonds included a literature review, focus groups with Minnesota homeowners, and an online survey and randomized control trial (RCT) with over 4,000 participants from homeowners in the Midwest. Out of the thousands of participants, over 1,750 were homeowners in Minnesota. 

The research will provide heat pump market actors valuable insights into consumer behavior, helping them tailor outreach, product offerings, and services to address key barriers and motivators. This aligns with the broader mission of the MN ASHP Collaborative and ETA to accelerate the adoption of energy efficient technologies, driving market transformation and reaching our goal of equitable decarbonization across Minnesota.