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Episode 144: Liz Allan and Ben Marks - Consumer Insights and the Road to Decarbonisation.

 Liz Allan speaks with Ben Marks, Managing Director of Electrify Research, to uncover why understanding homeowner behaviour is key to scaling up the transition to low-carbon technologies. With a background in market research and a passion for decarbonisation, Ben shares how his company’s Home Electrification Tracker Study (HETS) is helping businesses, banks, and policymakers make smarter, data-driven decisions. Together, Liz and Ben explore the real attitudes of over 32,000 homeowners across the UK, US, Germany, and France towards solar panels, electric vehicles, heat pumps, and home battery systems, painting a detailed picture of what’s driving (and stalling) the shift to cleaner technologies. They discuss why changing the public narrative around electrification remains such a challenge, especially in the face of persistent misinformation. Ben highlights how pinpointing the right consumer segments, such as “Electrification Trailblazers” and “Pragmatic Adopters”, is essential to accelerating adoption. The conversation also delves into the core motivations and barriers people experience when considering low-carbon alternatives, and how a systems-thinking approach can create powerful synergies between technologies, enabling benefits like lower bills and smarter, more efficient energy use across the home.

Ben Marks Bio:
Ben Marks is the Managing Director of Electrify Research and the founder of the Home Electrification Tracker Study (HETS). With over two decades in market research, including founding YouthSight and leading it for 18 years, Ben now applies his expertise to the energy transition. Passionate about decarbonisation and data-led decision-making, he’s helping businesses, banks, and governments understand homeowner attitudes towards electrification technologies and accelerate the move to net zero.

Ben Marks Links:
Website: https://www.electrifyresearch.co.uk
LinkedIn: https://www.linkedin.com/in/ben-marks-6818285

Quote of the Episode

"If you believe consumers will drive the pace of home decarbonisation, then using high-quality consumer data to guide your actions isn’t optional—it’s essential."
— Ben Marks, Electrify Research

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