Finally, in the last activity, we asked participants to map their own journey from hearing about a clean heat neighbourhood to actually switching. This section of the report captures what builds trust in the proposed technology itself, what information and support people need, and how decision-making rhythms differ.

Across the participant-created journey maps, certain needs appeared consistently:

• Clarity on the technology: understanding how the proposed system works.
• Cost and financial clarity: upfront costs, running costs, how it compares to current bills, and what support is available.
• Real-world demonstrations: seeing a system installed in a real home or hearing from someone who had made the switch already.
• Disruption detail: what installation involves in practice – time, noise, access etc.
• A named, local point of contact: someone they could go back to with questions throughout the process.

The role of cost: a condition gateway

Cost came up in every map, but not always at the same time. In several journeys, participants placed cost-related questions right at the start, including running costs, comparisons with current bills, and grant eligibility. For these participants, cost acted as a first filter: if it didn’t feel viable, the journey might not proceed. In others, cost appeared later, after seeing the system in a real home or hearing from someone who had already installed it. Talking to someone who ‘had done it before’ helped them decide whether they wanted to engage further. In these cases, cost became more meaningful after credibility was established.

Confidence doesn’t end at installation

Several participants included steps after installation – check-ins, follow-ups, or having a contact for future questions. This reinforces that confidence in technology relies on knowing a person would be there if things don’t go as planned, even after installation. 

Seeing it makes it real

Participants often included a moment where they’d ‘see it in action’ – either by visiting a real home, watching a video, or talking to someone who had made the switch. People wanted to hear what it was actually like: how long it took, what they thought of it, what the actual disruption was, and whether it worked for a similar property. “I want to talk to someone who’s had it – not someone trying to sell it to me.” In several maps, this kind of peer reassurance came before deeper interest in cost and installation details.

Two decision-making rhythms

The journeys also revealed differences in how people structure decisions to build confidence. While most participants included the same core steps, they approached them in very different orders.

Rhythm 1: Building confidence over time

These participants moved through multiple steps, often including time for reflection or feedback loops like ‘ask questions → reflect → ask again.’ Trust built gradually through advisor contact, seeing a real home, and talking to others. This journey aligned with participants who needed reassurance before moving forward.

Rhythm 2: Making a decision early

Others preferred a small number of touchpoints with all essential information up front – technology, cost, disruption, support. If the offer met their criteria, they proceeded. These journeys often included headings like ‘what I need to know before I say yes’.

Both of these journeys and the decision-making styles they represent are valid, and well-designed schemes can support both. Some residents may be interested in clean heat, or curious about the switch, but not yet in a position to commit. For them, a step-by-step process with space to explore, reflect and build trust over time is helpful. It allows confidence in low-carbon technologies to grow gradually through clear information, visible explanations and someone to ask questions to. 

Others will need to make faster decisions, for example those replacing a broken boiler or facing urgent change. For them, what matters most is a front-loaded, clear offer: what it is, what it costs, how it works, and what to expect. A well-structured, high-information starting point helps them decide quickly and more confidently. The challenge for future area-based schemes is to enable both of these example journeys, as seen in the sections above. Information should be presented in a timely and salient moment.