We spoke to 1,081 homeowners and found that 25% of them would be willing to pay the full cost of a heat pump (around £10,000-£12,000) while roughly one in three homeowners would be willing to pay a bit extra if it meant reducing emissions. While these figures are cause for optimism, cost remains the biggest barrier to heat pump adoption, followed by information. This report looks at the figures in more detail and assesses the policy implications.