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How our research empowered Greater Manchester Combined Authority to understand residents’ commitment to reducing their domestic energy usage


In an effort to mitigate the negative impacts of climate change, Greater Manchester Combined Authority (GMCA) aims to reduce carbon emissions and become carbon neutral by 2038. However, programs like retrofit schemes are not progressing quickly enough. Since one-third of the region’s emissions come from homes, making houses more energy-efficient is key to achieving this goal. GMCA therefore needed to engage with households across Greater Manchester to understand their willingness and ability to reduce their domestic energy usage.


Qa’s mixed method approach actively involved homeowners and landlords throughout Greater Manchester, ensuring engagement with residents from diverse income levels, household compositions, and tenures. Both the quantitative in-depth interviews and the quantitative survey explored behaviour change. The findings were used by Gemserv to develop consumer segmentation of the domestic retrofit market by putting GMCA population into a set of easy-to-understand archetypes. 


The research findings have been used by GMCA to develop a new version of their Five-Year Environmental Plan, running from 2024 to 2029. 

Photography – Centre for Ageing Better on Pexels