The MN ASHP Collaborative publishes report on key insights for heat pump messaging

Nov 15, 2024
ASHP outdoor unit

Heat pumps have the potential to dramatically transform the way we use energy to heat and cool Minnesota’s residential building stock. Still, without widespread awareness of heat pump technology, its benefits, and cost-saving opportunities, the possibilities this technology offers remain untapped.

To address this information hurdle, the Minnesota Air Source Heat Pump (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. The research included a literature review, focus groups with Minnesota homeowners, and an online survey and randomized control trial with over 4,000 participants from homeowners in the Midwest (including over 1,750 participants from MN).

The research findings resulted in several key messaging takeaways that contractors, utilities, manufacturers, and other market actors can use to educate and support homeowners.

Cost. Unsurprisingly, the costs of installing and running a home heating or cooling system were the most important factors for participants’ purchasing decisions.

Awareness. There remains a broad lack of awareness around heat pumps. Forty-five percent of survey participants across the Midwest knew nothing about ASHPs and 34% knew “a little” about them.

Messages. Message framing did not significantly impact the likelihood of participants to consider buying a heat pump. However, the research indicated that statements that highlighted efficiency, new rebate availability, and the ability to heat and fully replace an air conditioner could pique interest.

Customer segments. There were generally no major differences in messaging impact across customer segments. However, it may still be important to consider nuances across segments. For example, for some participants, especially those with respiratory illnesses in the home, air quality was the single most important factor when making home heating or cooling purchasing decisions. Another segment distinction was found among low-income households, which were less likely to be aware of heat pumps than other groups.

Trusted messengers. Friends and family are the most trusted source of information about home heating and cooling systems, followed by energy providers or a utility’s website, then by contractors.

Images. Real-life images and applications featuring heat pumps were more effective at increasing interest in the technology, as opposed to illustrations or lifestyle images.

Recommendations

Since awareness regarding heat pumps remains low and segmented messaging did not yield significant interest shifts, the Collaborative proposes that broad messaging highlighting the basic product features and overall benefits would be most beneficial at this time.

Other findings and insights from the research indicate that messages may be most effective if they accomplish the following.

  • Address cost barriers by promoting available rebates and reduced running costs.
  • Emphasize high efficiency, while clarifying that efficiency does not necessarily equate with bill savings.
  • Highlight a shift in social purchasing norms and MN applicability by providing examples and case studies of neighbors and similar households adopting heat pumps.
  • Note that the product can fully replace a traditional AC.
  • Use real-life product technology imagery rather than lifestyle imagery or illustrations.
  • Leverage friends and family, utilities, and contractors to share messaging about ASHPs.

Download the full report

Visit the MN ASHP Collaborative's website