We marketing research types like to think of the purchase funnel in terms of brand purchase. A consumer wants to purchase a new tablet. What brands is he aware of? Which ones would he consider? Which would he ultimately purchase? And would he repeat that purchase the next time?
Some products have a more complex purchase funnel, one in which the consumer must first determine whether the purchase itself – regardless of brand – is a “fit” for him. One such case is solar home energy.
Solar is a really great idea, at least according to our intrepid research panelists. Two-thirds of them say they would be interested in installing solar panels on their home to help offset energy costs. There are a lot of different ways that consumers can make solar work for them – and conjoint analysis would be a terrific way to design optimal products for the marketplace.
But getting from “interest” to “consideration” to “purchase” in the solar arena isn’t as easy as just deciding to purchase. Anyone in the solar business will tell you there are significant hurdles, not the least of which is that a consumer needs to be free and clear to make the purchase – renters, condo owners, people with homeowners associations or strict local ordinances may be prohibited from installing them.
Even if you’re a homeowner with no limitations on how you can manage your property, there are physical factors that determine whether your home is an “ideal” candidate for solar. They vary by region and different installers have different requirements, but here’s a short list:...