Exploring Market Diversification Opportunities for Calor

Client:Â Calor
Objectives:
- To achieve key insights into the use of wood products for heating, brand perceptions, user journeys and key drivers
- To understand the biomass market in terms of gaps, potential and scope
- To explore how Calor might most effectively communicate a new profile as a credible provider in the biomass market
Methodology:
- Qualitative one-on-one interviews with current biomass customers
- Secondary (desk) research in the UK heating market
- Utilising a snowballing approach to reach installers
Findings:
- Customers in the target market were found to be affluent and well informed about renewable energy choices
- Customers would welcome Calor as a supplier of wood products, due to its geographic reach and distribution network
- Installers are a big influence on customers’ choice of fuel
- The biomass market is small and unlikely to grow substantially without government investment in supporting installation costs
Recommendations:
- Opportunities should be further explored in a test location before substantial investment is made
- Installers should form a key part of any communications strategy given their influence on buying behaviour
- Calor could consider a system of accredited installers both as a route to market and for brand credibility
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