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[ OBJECTIVE ]

Gain deep insights into the challenges homeowners face when purchasing energy-efficient appliances

Understand how they navigate the balance between upfront costs and long-term savings

[ METHODOLOGY ]

We selected participants based on our primary and secondary target groups, ensuring diversity in age, lifestyle, and household context.

Each 30-45 minute semi-structured interview allowed for open conversation, providing candid insights into consumer attitudes, behaviours, and decision-making.

This method maintained consistency while letting us explore new topics as they emerged, revealing practical and emotional influences on appliance purchases.

[ INTERVIEW QUESTIONS ]

Our interview questions centered around five key areas:

Participant Background – Understanding household contexts.

Appliance Usage and Planning – Specific appliances and their planning process.
Knowledge and Research Methods – Typical research approaches for appliance information.
Purchasing Considerations and Energy Efficiency – Balancing costs with energy efficiency and familiarity with energy labels.
Pain Points and Concerns – Challenges encountered during appliance research and purchase.

This approach enabled consistent data collection while allowing us to delve into participants' unique experiences.

View Interview Details

[ DATA ANALYSIS ]

Empathy maps for each interviewee were created. Using these empathy maps as a base, an affinity diagram was created.

[ OBJECTIVE ]

Observing users in their natural settings while performing relevant tasks.

Capture actual behaviours, decision-making processes, and factors influencing appliance purchases, including trade-offs between upfront costs and long-term savings.

[ METHODOLOGY ]

Using the Master-Apprentice model

A Home Visit: Observing her in these environments provided insights into her real-time frustrations

A Day Out with Interviewee: Accompanying her to an appliance store to buy a washing machine

[ WHAT WE FOUND ]

Home Environment Observation: She kept a stack of appliance brochures from her mailbox, noting she was “planning to keep this as a reference.”

In-Store Visits: Over reliance on sale stores, stemming from her distrust in online research.

Research Behaviour: Disorganized research material - increase time consumption. Her questions about the Energy Efficiency label highlighted her knowledge gap, as the sales staff admitted, “Usually no one asks about this.”

Purchasing Decision Process: price, energy efficiency, and long-term savings are main considerations. After discussing her options, she needed to “get back to her husband” before finalizing any large purchases.

Elaine’s appliance-buying journey revealed key barriers to a smooth purchasing experience: her reliance on physical brochures and sales specialists, challenges in organizing research, and knowledge gaps on energy efficiency. Her decisions hinge on factors like price, energy savings, and long-term impact, often requiring spousal input. These insights emphasize the need for clearer, more accessible resources to support informed, independent purchasing choices.

[ OBJECTIVE ]

Collect quantitative data on factors influencing appliance purchases, especially energy efficiency

Understand how homeowners prioritize aspects like cost, brand reputation, and energy savings

Identify patterns across demographics using a larger sample

[ METHODOLOGY ]

Structured questions focused on consumer preferences, challenges, and purchasing behaviours, providing standardized responses that were easy to quantify.

Questions included ranking options (e.g., 1 to 8) and multiple-choice answers for consistency and easy comparison.

Participants included new and existing homeowners across age groups, income levels, and housing types, ensuring diverse insights.

The survey, taking 10–15 minutes, covered demographics, purchasing influences, decision-making challenges, research methods, and familiarity with energy efficiency labels.

This approach yielded valuable data on consumer behaviour, preferences, and pain points, directly informing the app's development.

[ Data ANALYSIS ]

Purchasing Decision Timeframe
Over half of respondents took at least 2 weeks to decide on an appliance purchase, allowing time for research on factors like energy efficiency and cost savings. In contrast, 13 respondents decided within 2 weeks, possibly relying on immediate needs or prior knowledge instead of extensive research.
Challenges in Selecting Appliances - 1
Many respondents reported feeling overwhelmed by the abundance of choices and information, relying primarily on in-store visits and online reviews. However, they struggled to compare and track the information, suggesting the need for a centralized platform with easy comparison tools. The reliance on in-store visits indicates trust in both human interactions and online content, emphasizing the importance of reliable information.
Challenges in Selecting Appliances - 2
Respondents prioritized appliance features, user reviews, and energy efficiency in their research, reflecting a growing focus on energy-saving options.
Factors Influencing Post-Purchase Satisfaction
Longevity and energy efficiency were the top factors influencing satisfaction, highlighting the importance of durability and low utility costs. This confirms the value consumers place on appliances that offer long-term utility and energy savings.
Energy Usage Monitoring
Only 25% of respondents tracked their energy usage monthly, with others monitoring less frequently or not at all. This suggests a need for increased awareness and more convenient, integrated tracking solutions. Respondents who did track usage often relied on e-bills or the SP app, indicating potential for streamlining and enhancing these methods for regular monitoring.
Influence of External Factors on Energy Costs
Respondents recognized external factors like electricity price changes and weather conditions as influencing their energy bills. This awareness opens an opportunity to educate users about how these factors impact costs and encourage regular tracking of energy consumption.
Energy Efficiency Labels in Purchasing Decisions
Just over half of respondents had limited or no understanding of the National Environment Agency’s energy efficiency label. Enhancing consumer knowledge of these labels could improve decision-making. Those who did use the label cited it as helpful in assessing energy savings, especially for large appliances. However, many either overlooked the label or misunderstood its significance, indicating a need for clearer communication on its implications.
Purchasing Decision Timeframe
Over half of respondents took at least 2 weeks to decide on an appliance purchase, allowing time for research on factors like energy efficiency and cost savings. In contrast, 13 respondents decided within 2 weeks, possibly relying on immediate needs or prior knowledge instead of extensive research.
Challenges in Selecting Appliances - 1
Many respondents reported feeling overwhelmed by the abundance of choices and information, relying primarily on in-store visits and online reviews. However, they struggled to compare and track the information, suggesting the need for a centralized platform with easy comparison tools. The reliance on in-store visits indicates trust in both human interactions and online content, emphasizing the importance of reliable information.
Challenges in Selecting Appliances - 2
Respondents prioritized appliance features, user reviews, and energy efficiency in their research, reflecting a growing focus on energy-saving options.
Factors Influencing Post-Purchase Satisfaction
Longevity and energy efficiency were the top factors influencing satisfaction, highlighting the importance of durability and low utility costs. This confirms the value consumers place on appliances that offer long-term utility and energy savings.
Energy Usage Monitoring
Only 25% of respondents tracked their energy usage monthly, with others monitoring less frequently or not at all. This suggests a need for increased awareness and more convenient, integrated tracking solutions. Respondents who did track usage often relied on e-bills or the SP app, indicating potential for streamlining and enhancing these methods for regular monitoring.
Influence of External Factors on Energy Costs
Respondents recognized external factors like electricity price changes and weather conditions as influencing their energy bills. This awareness opens an opportunity to educate users about how these factors impact costs and encourage regular tracking of energy consumption.
Energy Efficiency Labels in Purchasing Decisions
Just over half of respondents had limited or no understanding of the National Environment Agency’s energy efficiency label. Enhancing consumer knowledge of these labels could improve decision-making. Those who did use the label cited it as helpful in assessing energy savings, especially for large appliances. However, many either overlooked the label or misunderstood its significance, indicating a need for clearer communication on its implications.
Purchasing Decision Timeframe
Over half of respondents took at least 2 weeks to decide on an appliance purchase, allowing time for research on factors like energy efficiency and cost savings. In contrast, 13 respondents decided within 2 weeks, possibly relying on immediate needs or prior knowledge instead of extensive research.
Challenges in Selecting Appliances - 1
Many respondents reported feeling overwhelmed by the abundance of choices and information, relying primarily on in-store visits and online reviews. However, they struggled to compare and track the information, suggesting the need for a centralized platform with easy comparison tools. The reliance on in-store visits indicates trust in both human interactions and online content, emphasizing the importance of reliable information.
Challenges in Selecting Appliances - 2
Respondents prioritized appliance features, user reviews, and energy efficiency in their research, reflecting a growing focus on energy-saving options.
Factors Influencing Post-Purchase Satisfaction
Longevity and energy efficiency were the top factors influencing satisfaction, highlighting the importance of durability and low utility costs. This confirms the value consumers place on appliances that offer long-term utility and energy savings.
Energy Usage Monitoring
Only 25% of respondents tracked their energy usage monthly, with others monitoring less frequently or not at all. This suggests a need for increased awareness and more convenient, integrated tracking solutions. Respondents who did track usage often relied on e-bills or the SP app, indicating potential for streamlining and enhancing these methods for regular monitoring.
Influence of External Factors on Energy Costs
Respondents recognized external factors like electricity price changes and weather conditions as influencing their energy bills. This awareness opens an opportunity to educate users about how these factors impact costs and encourage regular tracking of energy consumption.
Energy Efficiency Labels in Purchasing Decisions
Just over half of respondents had limited or no understanding of the National Environment Agency’s energy efficiency label. Enhancing consumer knowledge of these labels could improve decision-making. Those who did use the label cited it as helpful in assessing energy savings, especially for large appliances. However, many either overlooked the label or misunderstood its significance, indicating a need for clearer communication on its implications.
Purchasing Decision Timeframe
Over half of respondents took at least 2 weeks to decide on an appliance purchase, allowing time for research on factors like energy efficiency and cost savings. In contrast, 13 respondents decided within 2 weeks, possibly relying on immediate needs or prior knowledge instead of extensive research.
Challenges in Selecting Appliances - 1
Many respondents reported feeling overwhelmed by the abundance of choices and information, relying primarily on in-store visits and online reviews. However, they struggled to compare and track the information, suggesting the need for a centralized platform with easy comparison tools. The reliance on in-store visits indicates trust in both human interactions and online content, emphasizing the importance of reliable information.
Challenges in Selecting Appliances - 2
Respondents prioritized appliance features, user reviews, and energy efficiency in their research, reflecting a growing focus on energy-saving options.
Factors Influencing Post-Purchase Satisfaction
Longevity and energy efficiency were the top factors influencing satisfaction, highlighting the importance of durability and low utility costs. This confirms the value consumers place on appliances that offer long-term utility and energy savings.
Energy Usage Monitoring
Only 25% of respondents tracked their energy usage monthly, with others monitoring less frequently or not at all. This suggests a need for increased awareness and more convenient, integrated tracking solutions. Respondents who did track usage often relied on e-bills or the SP app, indicating potential for streamlining and enhancing these methods for regular monitoring.
Influence of External Factors on Energy Costs
Respondents recognized external factors like electricity price changes and weather conditions as influencing their energy bills. This awareness opens an opportunity to educate users about how these factors impact costs and encourage regular tracking of energy consumption.
Energy Efficiency Labels in Purchasing Decisions
Just over half of respondents had limited or no understanding of the National Environment Agency’s energy efficiency label. Enhancing consumer knowledge of these labels could improve decision-making. Those who did use the label cited it as helpful in assessing energy savings, especially for large appliances. However, many either overlooked the label or misunderstood its significance, indicating a need for clearer communication on its implications.

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