The datasets which informed the creation of this new segmentation were:

• Nationally representative survey of 7,000 adults in the UK to understand behaviours and attitudes towards heat pumps.

We commissioned YouGov to survey 7,000 adults across the United Kingdom between January and February 2025 to understand more about their experience of heat pumps. We developed questions that would provide insights on trends in awareness, perception, appeal and affordability of heat pumps. We also asked respondents about motivations and barriers to getting a heat pump.

• Postcode data from the Microgeneration Certification Scheme (MCS) on 70,000 existing heat pump adopters.

MCS certifies low-carbon products and installations used to produce electricity and heat from renewable sources. Their data on existing heat pump installations was anonymised and included the geographical locations for heat pumps since 2008 (based on the first part of the postcode), along with details on the size and type of property.

• YouGov, Energy Performance Certificates (EPCs) and Experian’s ConsumerView

Experian and YouGov hold data on the population from publicly available sources, consumer data, and lifestyle surveys. Experian’s ConsumerView contains a ‘broad and accurate range of demographic, socio-economic and behavioural characteristics on both adults and households in the UK’. Energy Performance Certificates provide energy efficiency and building fabric information for properties across Great Britain.

• Experian’s ‘Mosaic’ consumer segmentation

Data is organised according to Mosaic’s 66 detailed types, the most granular breakdown of consumers. These are then combined to form coherent groupings for heat pump adopters using the datasets above. This ‘re-grouping’ of the Mosaic consumer classification ensures we benefit from the general strengths of Mosaic, such as its widespread use and familiarity, while layering on heat pump-specific information that enables a better understanding of consumers for that specific purpose.

The re-grouping is achieved through ‘hierarchical clustering’, a statistical approach which groups data points that are similar sequentially into clusters and so builds a hierarchy of clusters. This results in a dendrogram, which represents the relationships between each of the clusters in a tree-like diagram. We can then cut the dendrogram to identify a good solution for a smaller number of summary groups based on the original 66 detailed types.

Using these data sources and methodology, Experian created profiles of bespoke segments of the populations, based on their relationships to heat pumps.