Business challenge
Energy Systems Catapult (ESC) is working with partners to offer an innovative energy solution for new-build homes. Through a subscription-based model—Energy as a Service—homeowners can access energy-efficient technologies from the moment they move in, without needing to cover upfront installation costs. This flexible alternative aims to simplify the transition to low-carbon living.
To support effective consumer engagement, ESC set out to determine the best way to explain the offer—especially the subscription model—to prospective buyers. Working with partners, they developed 37 potential marketing messages, grouped under six key themes or “Pillars” such as subscription, ease, and finance.
The research aimed to:
- Identify which aspects of the subscription model are most appealing
- Understand what concerns must be addressed early in communications
- Determine which message pillars resonate most
- Assess which statements best convey key benefits and address concerns
- Explore how messages can be combined into a motivating, consumer-focused narrative
Our approach
Impact Research assessed the appeal and effectiveness of the marketing messages through 24 in-depth interviews, including:
- 18 interviews with target customers—those considering buying a new-build home in the next five years.
- 6 interviews with existing Wondrwall customers.
All participants were introduced to the six message pillars, then completed a deep dive into three of the six, exploring the individual messages in detail. This approach ensured both breadth and depth of feedback across the 37 potential statements. The interviews explored:
- Reactions to different aspects of the Energy as a Service proposition.
- Motivators and concerns.
- Preferences around tone, clarity, and framing.
- Which statements clearly conveyed value and differentiated the offer.
We also examined how the strongest messages could be combined to create a compelling narrative for use in sales and marketing communications.
Outcome
The research provided ESC and Wondrwall with clear guidance on:
- Which messaging pillars and statements to prioritise.
- How to position the Energy as a Service model to maximise appeal and build trust.
- How to construct a coherent and motivating narrative that effectively conveys the benefits while addressing consumer concerns.
These insights supported the development of a messaging strategy tailored to new-build buyers.