Optimising Value Propositions for Energy Efficient Renovations

目前提交给议会的2010/11年能源法案包括由能源部设计的绿色协议条款，旨在“鼓励通过节省能源费用来提高能源效率，避免家庭的前期成本……”。英国能源与环境委员会（UKERC）已要求进行研究，以“在绿色协议和其他发展的背景下，评估家庭能源服务提供的新商业模式的设计和有效性”。在缺乏监管授权的情况下，只有房主决定进行节能改造，才能实现能源效率的提高。因此，衡量“绿色交易”商业模式“有效性”的关键指标是，它们是否刺激和促进了房主的装修决策，同时提高了潜在装修者到实际装修者的转化率。“有效性”不仅意味着对英国房主具有盈利和财务吸引力。人类的决策是复杂的；装修决策也不例外。了解多种相关的态度/行为前因、决策障碍和干预因素对于促进节能改造至关重要。房主是行业改造服务商的客户。因此，价值主张（服务提供商向房主提供的捆绑产品和服务属性）是绿色协议成功不可或缺的一部分。我们专注于现有的和新的产品和服务属性对房主的吸引力，以支持服务提供商在2012年秋季推出绿色协议后的“市场准备”活动。百安居作为行业合作伙伴参与我们的提案，对于确保我们的研究以可操作的结果为导向至关重要。由于绿色交易预计在2012年秋季才会启动，因此只有具有百安居背景的行业合作伙伴的参与、实践经验和持续的市场活动，才能在项目的2011-2013年期间对绿色交易的价值主张进行测试和评估。通过我们的混合方法，我们将：-开发一个严格的、集成的跨样本研究设计，以评估英国房主装修决策的关键态度/行为变量、决策前因和干预障碍（10/11-6/12）；-巩固现有知识，并对百安居2011年“省钱即付”现场试验的房主以及匹配对照组的房主进行深入的定性访谈（9/11-2/12）；-通过百安居计划的2012年绿色交易价值主张实地试验来衡量房主在现实市场条件下的偏好，同时，通过在英国独立随机样本（7/12-12/12）上进行大规模离散选择实验来衡量房主对更广泛价值主张的反应。-收集所有抽样房主的态度和行为变量的综合调查数据，生成一组共同变量，以链接样本并整合现场试验和选择实验结果（7/12-12/12）。-设计一个最先进的定量模型，分析来自不同社会经济背景和地区的英国房主的实际和潜在选择，同时考虑额外的偏好、态度和其他潜在变量（10/11-6/13）；-将翻新决策模型整合到市场模拟器工具中，以优化价值主张，测试财务和定价策略的影响，并评估营销结果（2/13-6/13）。-广泛地将知识直接或间接地传递给服务提供者和学术界。

The 2010/11 Energy Bill currently before Parliament includes provisions for a Green Deal designed by DECC to "encourage energy efficiency improvements paid for by savings from energy bills, avoiding upfront costs to households ...". UKERC has solicited research to "assess the design and effectiveness of new business models for household energy services provision, in the context of the Green Deal and other developments". Short of regulatory mandate, energy efficiency improvements can only occur if homeowners decide to undertake energy efficient renovations. The critical measure of 'effectiveness' for Green Deal-enabled business models is therefore whether they stimulate and facilitate homeowners' renovation decisions while increasing the conversion rates of prospective into actual renovators. 'Effectiveness' does not only mean profitable and financially attractive to UK homeowners. Human decision-making is complex; renovation decisions are no exception. Understanding multiple, pertinent attitudinal/behavioural antecedents, decision barriers, and intervening factors are essential for stimulating energy efficient renovations. Homeowners are customers for industry renovation service providers. The value propositions (bundles of product and service attributes offered by service providers to homeowners) are therefore integral to the success of the Green Deal.We focus on the attractiveness of existing and new product and service attributes offered to homeowners to support 'market-ready' activity by service providers following the Green Deal launch in autumn 2012. The involvement of B&Q as an industry partner in our proposal is crucial for ensuring our research is oriented around actionable findings. Only the involvement, practical experience, and ongoing market activity of an industry partner of B&Q's profile allows testing and evaluation of Green Deal-enabled value propositions during the project's 2011-2013 timeframe given the Green Deal's expected launch only in autumn 2012.Through our mixed-methods approach, we will:- develop a rigorous, integrated cross-sample research design to assess key attitudinal/behavioural variables, decision antecedents, and intervening barriers to UK homeowners' renovation decisions (10/11-6/12); - consolidate current knowledge and conduct in-depth qualitative interviews with homeowners in B&Q's current 2011 Pay as you Save rollout field trials, as well as homeowners in a matched control group (9/11-2/12);- measure homeowners' preferences under realistic market conditions through B&Q's planned 2012 field trials of Green Deal-enabled value propositions and, in parallel, measure homeowners' responses to a far wider set of value propositions through a large-scale discrete choice experiment on an independent random UK sample (7/12-12/12).- collect survey data on a comprehensive set of attitudinal and behavioural variables from all sampled homeowners generating a set of common variables to link samples and integrate field trial and choice experiment findings (7/12-12/12). - design a state-of-the-art quantitative model of real and potential choices of UK homeowners from different socio-economic backgrounds and regions, simultaneously with extra preference, attitudinal, and other latent variables (10/11-6/13); - integrate the renovation decision model into a market simulator tool for optimising value propositions, testing the impact of financial and pricing strategies, and evaluating marketing outcomes (2/13-6/13).- extensively transfer knowledge directly and indirectly to service providers and academia.