Exploring Market Diversification Opportunities for Calor

 

Client: 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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