What's next for this work?
This segmentation and message testing represent the first step towards building effective, targeted communications. In our next phase of work, we will be working on a roadmap towards strategic communications activity that reaches people where they are with a message that resonates with them. This work will define the strategic communications approach, audience, channels, messengers and partners. It will aim to address barriers and prevalent misinformation holding consumers back – such as the false belief that heat pumps only work in well-insulated or specifically designed homes (agreed with by 76% and 64% of respondents, respectively in BIT survey).
