Accelerating heat pump adoption with Energy Systems Catapult

When we talk about heat pump adoption, it is easy to focus on the big things. Cost. Policy. Awareness. Infrastructure. Installer capacity. The technology itself.

All of those matter. But the real challenge for adoption is much more human, the moment the decision to switch actually has to be made.

That was the focus of a recent research project we carried out with Energy Systems Catapult, exploring what happens when people are faced with a failed or failing boiler and need to decide what comes next. The organisation partnered with Irrational Agency to uncover the underlying emotions in a complicated decision making process, and provide insights to support future initiatives that would ultimately accelerate the United Kingdom’s net zero pledge.

Energy Systems Catapult has now published a new report based on that research, When the heat is (not) on – helping consumers plan for and choose a heat pump when their boiler fails. The report explores how consumers think, feel and behave in boiler-failure situations, and what needs to change if heat pumps are going to become an easier and more appealing choice.

For us, the project is a great example of why the narrative contexts of a decision matter so much.

When the boiler breaks, people are not usually in a calm, reflective state of mind. They are cold. They may have no hot water. They may be worrying about children, work, elderly relatives, guests, or just how quickly someone can come and fix the problem.

In that moment, the priority is not necessarily “what is the best long-term heating solution for my home?” It is more likely to be “how do I get back to normal as quickly as possible?”

Energy Systems Catapult wanted to understand that decision in more depth. Not just the rational barriers people can list when asked directly, but the emotional and subconscious barriers that sit underneath. That is where our System 3 and narrative research approach came in.

We designed a quantitative study with people who had either experienced a failed boiler in the last 24 months, or who may be close to experiencing one in the near future. The research explored the distress scenario itself, the associations people have with heat pumps, and the way they evaluate different options when they are put into that decision-making frame. Rather than simply asking people whether they would consider a heat pump, the study used a mix of implicit response, narrative exercises, word association and decision pathways. This helped us build a richer picture of the stories people attach to heat pumps, the risks they imagine, the benefits they notice, and the points at which confidence starts to break down.

The research pointed to the importance of preparation. If people only start thinking about heat pumps when the boiler has failed, the odds are already stacked against the heat pump. But if they have already had the opportunity to understand their options, think about finance, speak to trusted experts, and imagine what the switch would involve, the decision becomes much less intimidating.

In this project, it helped show why the heat pump decision is not simply about convincing people that heat pumps are good. It is about understanding the moment in which the decision is made, then designing support, communication and interventions that fit that reality.

The launch of Energy Systems Catapult’s report turns those insights into practical recommendations for the sector. It shows how policy, finance, information, advice and installer support can all help make heat pumps feel easier to choose when the time comes. The project shows how an understanding of consumer narratives in the customer journey can in turn help create narratives that can drive adoption.

You can download the Energy Systems Catapult report here and if you’re interested in understanding how narrative research can help your organisation understand complex customer journeys get in touch at hello@irrationalagency.com