RESEARCH THAT MOVES DECISIONS FORWARD
Original homeowner research built around the questions that matter
From category adoptions and purchase behavior to motivations, barriers, and emerging demand, our research helps brands understand the homeowner behind the market.
Primary Research Studies
Homeowner Interviews
On-Site Fieldwork
WHAT WE STUDY
The questions behind the market - not just the numbers.
We go beyond purchase intent to understand the motivations, tradeoffs, barriers and behaviors that shape homeowner decisions. Our research is designed to turn market uncertainty into usable insight.
Behavior over assumptions
Understand what homeowners actually do, not simply what the market expects them to do.
Signals that matter
Identify the motivations and barriers that can change adoption, conversion, and retention.
Built for action
Translate findings into messaging, product decisions, segmentation, and GTM priorities.
FEATURED RESEARCH
Primary research reports
Home Battery Study
Understand how households think about, evaluate, and experience home battery storage, from the earliest stages of awareness through active ownership.
What's Inside
- Homeowner segments & motivations
- Battery readiness & demand signals
- Purchase drivers & barriers
- Market opportunities & whitespace
How To Use
- Sharpen sales messaging
- Target high-intent homeowners
- Validate brand positioning
- Guide product & GTM strategy
Sample Findings
- Two thirds of homeowners straddle more than one psychological motivation.
- 77% show at least moderate need for a battery, including 20% with high urgency.
- 97% of battery owners say their system met or exceeded their expectations.
Bidirectional EV Charging
Understand how ready homeowners are for bidirectional EV power, from running devices and backing up the home to offsetting rising energy costs, through the incentives that turn interest into action.
What's Inside
- EV Owner Readiness
- V2H Awareness
- Purchase Interest
- Adoption Drivers
How To Use
- Shape Product Positioning
- Build Partnerships
- Sharpen Messaging
- Guide GTM Strategy
Sample Findings
Q: Have you ever heard of vehicle-to-home (V2H) power?
- No
- Not Sure
- Yes
- Purchase intent: 79% of EV owners and planners would likely invest in V2H
- Awareness gap: Only 13% of homeowners without a fully electric EV know how V2H works
- Bundling: 56% say bundled V2H installation would make them more likely to invest
Home Energy Landscape
Understand how homeowners experience energy at home, from rising cost concerns and efficiency to outage resilience and the solar and storage investments that turn concern into savings.
What's Inside
- Cost & Investment Outlook
- Energy Priorities
- Energy Maturity
- Real-World Experience
How To Use
- Shape Market Strategy
- Sharpen Positioning
- Guide Partnerships
- Build Your GTM
Total Home Tech
Understand how homeowners plan, install, and monitor the systems in their homes, from energy and climate control to water and air quality, and the knowledge gaps that shape each decision.
What's Inside
- Home Tech Continuum
- Investment Drivers
- Adoption Signals
- Barriers & Knowledge Gaps
How To Use
- Find Demand
- Sharpen Positioning
- Improve GTM
- Guide Innovation
Sample Findings
Home Tech Adoption
- NE
- SE
- MW
- SW
- West
- 77% of homeowners are actively planning, installing, or monitoring a home system.
- 44% of homeowners don't know their own monthly energy use.
- More than half rate their knowledge of energy incentives as low.