Business challenge
As the UK experiences hotter summers and rising domestic cooling demand, Distribution Network Operators (DNOs) face new challenges in managing peak loads. The Cooldown innovation project was initiated to understand the scale, timing and flexibility of this emerging demand, ensuring networks can maintain reliability while supporting the transition to a low carbon future.
The project’s overarching objectives were to:
- Develop high-resolution cooling uptake and demand projections to improve DNOs’ understanding of its impact.
- Develop novel cooling Demand Response (DR) programmes to incentivise and unlock system flexibility, optimising value for networks, Flexibility Service Providers (FSPs) and GB energy consumers.
- Trial and refine cooling DR programmes designed to maximise adoption in Business-as-Usual (BaU) operation.
The Alpha Phase represented the first step in this innovation pathway, focused on developing the behavioural and consumer insight foundation to inform subsequent field trials. The Beta Phase, a larger-scale programme of consumer engagement, was confirmed by Ofgem in September 2024.
Impact Research was one of several partners delivering the Alpha Phase, working alongside Electricity North West (ENWL), Guidehouse, UCLA, NGED and Oaktree.
Our approach
Impact led the consumer research and engagement workstream within the Alpha Phase. The goal was to build a detailed understanding of household cooling behaviour, attitudes towards flexibility, and willingness to engage with future DR programmes.
A multi-method programme was designed to provide both quantitative robustness and qualitative depth:
- Quantitative survey (n=1,000) – A UK-wide, 15-minute online survey with domestic customers explored air conditioning (AC) ownership, usage patterns, attitudes, and acceptability of network-managed control.
- Focus groups – Two groups (AC users and non-users/considerers) explored motivations, barriers, and emotional drivers such as sleep quality, comfort and health concerns, as well as perceptions of fairness and control.
- In-depth interviews – Six interviews with customers in vulnerable circumstances ensured inclusion of households more affected by heat, such as those with medical needs, elderly residents or young children.
This blended approach produced a comprehensive dataset to inform the design of realistic and acceptable DR propositions for trial in later phases
Outcome
The Alpha Phase research delivered the foundational insights required to design and trial future cooling flexibility programmes. Impact’s findings directly informed the development of proposed DR propositions and customer-facing communication strategies that will be tested in the upcoming Beta Phase.
Key outcomes included:
- Quantified current and forecasted AC ownership and usage patterns to feed into ENWL’s demand models.
- Identified consumer triggers and barriers for participation in cooling DR schemes.
- Produced evidence-based design principles for peak-time rebate offers and engagement communications.
- Highlighted equity considerations for vulnerable households, ensuring inclusive participation.
This Alpha Phase successfully demonstrated the value of integrating customer evidence into innovation-led flexibility design, providing a replicable framework for future network demand response projects across Great Britain.