office of environment & heritage

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Office of Environment amp Heritage Connecting comfort to energy efficiency and

sustainability

Prepared For Office of Environment and Heritage (OEH)

Contact Emily Yip and Stephanie Jones

Consultants David Donnelly Eric Wu amp Dejana Calic

Reference J2072

February 2015

wwwinstinctandreasoncomshy

shy

SYDNEY LONDON CANBERRA

Level 1 420 Elizabeth 19 Devonshire Street 103 11 Trevillian Quay

Street Surry Hills London Kingston

NSW 2010 Australia W1G 7AH United Kingdom ACT 2604 Australia

+61 (2) 9283 2233 +44 (0) 203 355 4454 +61 (2) 123 0335

copy Copyright State of NSW and the Office of Environment and Heritage

DISCLAIMER

This report was prepared by Instinct and Reason in good faith exercising all due care and attention but no

representation or warranty express or implied is made as to the relevance accuracy completeness or fitness

for purpose of this document in respect of any particular userrsquos circumstances Users of this document should

satisfy themselves concerning its application to and where necessary seek expert advice in respect of their

situation The views expressed within are not necessarily the views of the Office of Environment and Heritage

and may not represent OEH policy OEH does not accept responsibility for any inaccurate or incomplete

information supplied by third parties No representation is made about the accuracy completeness or

suitability of the information in this publication for any particular purpose OEH shall not be liable for any

damage which may occur to any person or organisation taking action or not on the basis of this publication

This document is subject to revision without notice and it is up to the reader to ensure that the latest version is

being used Readers should seek appropriate advice when applying the information to their specific needs

TABLE OF CONTENTS EXECUTIVE SUMMARY 6shy

General overview ndash decision making process 6shy

Features and outcomes that create comfort 7shy

Understanding the meaning of comfort 8shy

Target audiences for strategy development 9shy

Segment profile ndashshort term focused 9shy

36 of the total sample 9shy

What is comfort to the short term cost focused 10shy

Segment profile ndash the practicals 11shy

Segment profile ndash environmentally driven 13shy


What is comfort to the environmentally driven 14shy

Reaching the renovators and buyers 15shy

Linking energy efficiency with comfort 17shy

Attitudes are right need to help them do it 17shy

Some attitudes need changing 19shy

Home buyers value energy efficiency information 19shy

When is it timely to intervene with energy efficiency messages for home buyers 21shy

When is it timely to intervene with energy efficiency messages fro renovators 21shy

2 RESEARCH OBJECTIVES 22shy

Research purpose 22shy

Research objectives 22shy

3 METHODOLOGYAPPROACH 23shy

4 HYPOTHESES ABOUT COMFORT 26shy

To recap - what is comfort Key dimensions 26shy

In the past energy efficiency has delivered its messages in a way that most people now see it asshy

being a sacrifice By being perceived as a sacrifice this sets itself against the notion of comfortshy

At the present time there is a fundamental misalignment of motivations between energyshy

What is comfort 27shy

which is all about indulgence 27shy

Tensions around comfort and energy efficiency 27shy

efficiencysustainability and comfort as is illustrated in the following diagram 27shy

[Connecting comfort to energy efficiency]shy

A way to connect comfort to energy efficiency 28shy

5 ETHNOGRAPHIC INTERVIEWS ALLOWED US TO SEE AND HEAR THE WAY PEOPLE TALK 29shy

Beck ndash buyerrenovator with young family 30shy

Comfort is what I can get with as little effort as possible 30shy

Sarah ndash buyer with older family 30shy

Adriane ndash renovator and empty nester 31shy

6 SURVEY FINDINGS WITH RECENT AND FUTURE RENOVATORS AND BUYERS 32shy

PROPERTIES OWNED EXPERIENCE IS HIGHLY VARIABLE 32shy

Factors taken into account when making final choices About renovating 33shy

7 WHAT ARE THE PRIORITIES OF A COMFORTABLE HOME - PAIRWISE COMPARISON 34shy

Pairwise comparisons 34shy

Priorities for a comfortable home By region 36shy

8 ATTITUDES TO COMFORT ENERGY EFFICIENCY AND THE ENVIRONMENT 37shy

What is a comfortable home 37shy

The features of a comfortable home Summary 38shy

Features of a comfortable home Top 10 39shy

Features of a comfortable home ndash next 11 40shy

Outcomes that lead to a comfortable home 41shy

Attitudes to their home 42shy

Attitudes to the environment 43shy

Attitudes to energy efficiency 44shy

Attitudes to energy efficiency (2) 45shy

9 VIEWS ON VOLUNTARY DISCLOSURE 46shy

Information affecting buying decisions 46shy

10 SITUATIONAL FACTORS THAT MIGHT LINK ENERGY EFFICIENCY WITH COMFORT 48shy

11 HOW CAN ENERGY EFFICIENCY TAP INTO THE CAREGIVER ARCHETYPE 51shy

Caregiving 51shy

Conclusions Caregiving is highly connected to self-image 51shy

When does information about energy efficiency 52shy

Feelings that emerge when renovating or choosing a home 53shy

Positioning by the segments we need to persuade 54shy


12 HOUSEHOLD CLASSIFICATION 55shy

Environmental behaviours Things done around the home 55shy

Attributes of current household Statements about occupantrsquos home 56shy

How energy efficient is the home you live in 57shy

13 MARKET SEGMENTATION 58shy

Market segmentation 58shy





What is comfort to the practicals 62shy





Segment comparisons ndash renovatorshome buyers 64shy

14 PAIRWISE COMPARISON SEGMENTS 65shy

Segment profile ndash Tribal cues 65shy


What is comfort ndash Tribal cues 66shy


Segment profile ndash Lifestylers - making the home reflect the things that matter to you + reflectshyyou personally -20 of the total sample 67shy

What is comfort ndash Lifestylers - making the home reflect the things that matter to you + reflectshyyou personally -20 of the total sample 68shy

Segment profile ndash Thermo-regulators - home thatrsquos warm in winter and cool in summer 69shy


What is comfort ndash Thermo-regulators - home thatrsquos warm in winter and cool in summer 70shy


Comparison ndash renovatorshome buyers 71shy

Comparison ndash energy efficiency 71shy

4 SR 105shy


Executive summary

Previous consumer research found that 62 of NSW Households when buying a house take

into account whether the home was a comfortable one to live in when finally deciding which

property to buy

A significant number of households who had renovated or planned to renovate did so to lsquomake it

a more comfortable or attractive home to live inrsquo (48 who had conducted and 44 who plan to

conduct a renovation)

Comfort is the leading driver and motivator for households in the home purchase market and

home renovation market

The consumer research also found that lsquoComfort seekersrsquo are more likely to also be those that

would buy highly efficient and sustainable homes Comfort seekers are more likely to take the

following factors into account if they were to buy a home to live in

bull A property with low running costs

bull Has the highest environmental standards (a top lsquogreen ratingrsquo)

bull Access to renewable energy or green power sources

bull Has solar panels installed

bull Well insulated roof and walls

bull Has an efficient and effective heatingair conditioning system

bull Has rainwater tanks and a system for minimising use of water

bull Has double glazing or thermal-efficient windows

bull Functional to live in and easy to maintain

bull Top quality materials finish or appliances so itrsquos long-lasting

bull Just feels like the right place

This study sought to understand how to link energy efficiency and comfort for future marketing

and program efforts

General overview ndash decision making process

Those surveyed had a wide range of experiences in renovation and in buying new homes 31 had

owned just one home 37 2-3 homes and 31 had owned many homes

Even though the sample was collected on the basis of recent or potential home renovators or buyers

many had done or were about to do both activities Hence most of the reporting has looked at the

total sample

6


Home Buyers

For those who have recently purchased a home when searching to buy a home identified privacy

(51) and the layout of the home (49) as the most important factors considered For those

planning to buy a home but are in the search stage the number one factor was a lsquokitchen that works

without major adjustmentrsquo (43)

When comparing homes the most important factor (for both those planning to purchase a home

and those who have already purchased) was how much work and money it will take to change it to

the way they want (49)

When making the final choice those who had recently bought a home said the factor that clinched

their decision was lsquodid it fit with the future needs of the familyrsquo (53) However those who are

planning to purchase a home thought they would choose on the basis of its lsquoability to build value

over timersquo (59)

Renovators

The most popular work done in the last 12 months was lsquoextensive work to the garden paths or area

around propertyrsquo (51) The most popular work planned in the next 12 months is lsquomajor internal

renovation or improvement workrsquo (46)

The foremost factor taken into account in the early stages of renovating was lsquocostrsquo for both groups

(those who had renovated in the last year (68) and those planning to renovate (74)

The main factors taken into account when weighing up various approaches to renovating was again

cost for those who had renovated (70) and also for those planning to renovate (72)

Factors taken into account when making the final choices about renovating was lsquowhat I can actually

get done (based on the availability of materials and labour)rsquo For those who have recently renovated

this was the main factor for (83) and for those planning to renovate it was true for (81)

Features and outcomes that create comfort

The top four features of a comfortable home identified by the sample are (1) garage or somewhere

to park the car (84) (2) the size and layout of the property (84) (3) well insulated roof and walls

(83) and (4) where the sun is in relation to the house and shade (81)

It is promising that two of the top four features of a comfortable house are directly related to energy

efficiency We now know there are direct and easy connections to be made between a well-insulated

house and its aspectshade and both comfort and energy efficiency

The top five attributes or outcomes of a comfortable house is (1) a place that is easy to maintain

(89) (2) a place that is functional to live in for me or for a family (88) (3) a place that has good

ventilation and air flow (87) a place that is full of natural light (87) and (5) a place that is

naturally cool in summer and warm in winter (85)

Again as people describe a comfortable house it is clear that often the attributes of that dwelling are

closely linked to energy efficiency Again there are direct and easy connections to be made between

a well-designed house and energy efficiency

7


The community are divided on whether energy efficiency in their home is a high priority for them or

not One third of the sample disagree (33) and for this third the idea of energy efficient appears to

be closely linked to the comfort that almost everyone seeks for their home However the challenge is

to reach to the remainder of the community where almost three in ten (29) are neutral on whether

energy efficiency of their home is a priority for them and almost four in ten (38) are clearly of the

view that the energy efficiency of their home is not a priority for them

Many agree that there are not enough choices of energy efficient products (38) A further 39 are

neutral reflecting the lower interest level in the products while only 18 disagree with the

statement

There is also some inertia to improving the comfort of the home as 83 of people say their home is

alredat very comfortable (yes always + usually)

The underlying motivations for renovation and purchase is to make the life they live better and 79

say they see the little things they can do to make a house more comfortable Energy efficiency has to

be positioned in this space (making the life they live better) rather than the space of sacrifice and

abstinence

Understanding the meaning of comfort

People hold different ideas about the definition of a comfortable home but there are five main ways

that NSW renovators and buyers conceptualise a comfortable home It is clear that the natural

temperature of a home and how that connects to lifestyle are the two all-pervading truths about a

comfortable home Using pairwise comparisons respondents were forced to choose which aspect

they thought is the main ingredient of a comfortable home This tells us what ideas are most

prevalent and the order of importance

8


Target audiences for strategy development

While the forced trade-offs revealed the widespread lsquotruthslsquo that exist with regard to a comfortable

home they did not provide the basis for a market segmentation as the individuals identified by the

pair-wise comparisons were not different in any significant sense from each other

Cluster analysis which is a technique that identifies individual respondents on the basis of who

answers a range of questions in a similar way provided three very distinct groups of renovators and

buyers The three segment solution showed the following three lsquomind setsrsquo regarding renovating and

buying new homes

Segment profile ndashshort term focused

36 of the total sample

Being short term cost focused means that this group is heavily influenced by cost and short term

thinking They want to move into a house and do as little renovation as possible they want their

house to already work with their lifestyle without the need for them to make any major

adjustments They are not influenced by energy efficiency or the environment their main focus is

cost To them a home is comfortable and liveable when it is functional aesthetically pleasing

spacious relaxing and safe and secure

There are no demographic differences of note with this segment

9


What is comfort to the short term cost focusedshy

10


Segment profile ndash the practicals


There is a skew in this group towards an older demographic aged over 60 years

However being practical means they are strongly influenced by cost maintenance issues durability

of materials and attractiveness when buying a home and when renovating They look at things

longer term and want low maintenance and long lasting outcomes of their renovation and home

purchase

Nevertheless they still want their home to be comfortable ndash safe cosy attractive spacious and

relaxing The environment plays little role with this group

11


12


Segment profile ndash environmentally driven


These people are educated with 58 of the segment holding a university degree and strongly

believe in being energy efficient they are environmentally driven and care about their effects on the

environment ndash so much so that it plays a large role in their decision on how to renovate or which

property to buy They value space but appear to know it comes with an environmental cost They

want to put their stamp on the property but this stamp has an environmental flavour They are

proud to have used clever design to make a home that is environmentally friendly Liveability has a

longer perspective that includes maintenance running costs and how long-lasting their work will be

Materials that limit environmental noise and deliver peace and quiet are tied to the idea of comfort

13


What is comfort to the environmentally drivenshy

14


Reaching the renovators and buyers

To reach the lsquoshort termersrsquo and lsquopracticalsrsquo sustainabilityenergy efficiency needs to be positioned

as being a way to make the life you live better For lsquopracticalsrsquo it is the same but they want to go

about it by making little changes all the time

Changing behaviours in the long term means doing both the big investment items when renovating

and buying wisely but also the small (but still energy efficient strategic) things everyday It is not

enough to wait to influrnce people until they do a renovation or buy

When looking at the three mind sets or segments we see that the way to reach the lsquoPracticalsrsquo must

be through the offer of making the life you live better along with the little things they can do to

make a home more comfortable It is small steps for the lsquopracticalsrsquo that they can trial

To reach out to the short termers it will also be necessary to involve the promise of making the life

you live better as well as starting them on the journey by getting them to take very small steps If the

goal is to see the short termers taking the big steps when renovating and buying it seems as though

the beginning will have to be the small steps that start in their regular visits to the hardware store

rather than when they are making the very large choices With 79 saying they want to do the little

things that make their home more comfortable

Interestingly the lsquoEnvironmentalsrsquo also want to do the little things that make a difference to energy

efficiency so none of the efforts in this area would be wasted

15


A more direct question revealed that 42 of the New South Wales home renovator and buyer

market were prepared to act in the interests of the environment even if it means giving up

comfort Such behaviour to make a house more energy efficient will actually contribute to a

comfortable home nevertheless this attitude suggests an openness to change based on

environmental needs

With the attitudes to change appropriately aligned what needs to happen is to change the

behaviours The right strategy for this group is to facilitate the right choice in their renovations

and house purchases through a facilitation process by simply making it easier for the right

behaviours to be adopted These people are

bull Willing to act (to both buy and renovate) in the interests of the environment even if it means

giving up comfort

bull In need of educationinformation that informs them on the product performance for

renovations and on the energy efficiency of the houses they might buy They report they

often canrsquot get the information they need

bull In need of communications that rather than using only the language of energy efficiency also

uses the language of healthy living where the home and itrsquos place in the environment is

linked to making the life they live better Tying living better to comfort and to energy

efficiency

bull In need of being informed about manageable actions they can take as they are of the view

that every bit helps itrsquos worth doing They want to get involved doing the little things as well

as the big things It makes them feel they are taking action

minus In contrast the other 58 of renovators and home buyers wonrsquot put anything in front of comfort

This part of the market needs to be both confronted about their position on some things and

persuaded on others They are

bull NOT willing to act in the interests of the environment if it means giving up comfort

bull Some think their home is energy efficient while others donrsquot care

bull The strategy needs to be a dual one of confrontation ndash your home is NOT energy efficient

And of persuasion ndash you can reduce the way you waste resources your energy bills and your

lifetime running costs and also that energy efficiency is not opposed to comfort but is an

integral part of comfort The end goal should be that people understand that an energy

efficient home is a comfortable home

It needs the language of energy efficiency and sacrifice to change to the language of win-win

where smart design and choosing wisely reduce waste and cost and as well you live better -

this results in a comfortable house

16


Linking energy efficiency with comfortshyThe strategy options are described below

Attitudes are right need to help them do it

Renovators will be assisted to make the best choices with product performance information

education at the right time along with small things they can do to make a difference Key messages

will be about ventilation natural light and having the temperature managed naturally

17


Buyers will be facilitated to make the best environmental choices

bull With information about the performance of environmental products as this is the main

reason for choice for three quarters of buyers (74 agree)

bull With access to a list of energy efficiency features already present in the house (67 agree)

bull By getting an estimated natural indoor temperature for each season (66 agree)

bull By being able to find out about the energy efficiency of a home Many claim this would

impact on the way they value the home (39) and it will affect their decision to buy or not

18


Some attitudes need changing

Some people wonrsquot make good environmental decisions just for the environment The attitudes that

will need to change are outlined below

Home buyers value energy efficiency informationshyJust as the survey results show most of those interviewed in the ethnographical interviews and the

focus groups also agreed that information on the energy efficiency of the home they were buying

bull was of great value to them when thinking of buying a house

bull especially if they were down to choosing between two homes that met their cost and

practical needs for their lifestyle

Most also agreed that they wouldnrsquot want to provide it as a seller of their current home The study

has found that all the energy efficiency information suggested in the survey would weigh heavily on

the choices made by people and its disclosure would have a positive impact on the desire to buy

homes that are more energy efficient It is clear that facilitating the disclosure of reliable and

trustworthy energy efficiency information at the point of sale would encourage energy efficiency

innovations by

19


Are there other opportunities to share energy efficiency information with

buyers

Most of those interviewed in the survey agreed that information on the energy efficiency of the

home they were buying at all the various opportunities suggested would be influential

bull In fact it would affect the renovating decisions a lot for 35-41 of the sample

bull And a little for a further 29 to 40 of the sample

All the energy efficient information suggested at these points in time would weigh heavily on the

choices made and the disclosure of it would have a positive impact on the purchase outcome

Facilitating disclosure of reliable and trustworthy energy efficiency information at the all these

points will encourage energy efficiency choices when buying homes by


renovators


home they were renovating at all the various points suggested would be influential

bull In fact it would affect the buying decision a lot for 28-43 of renovators

bull And a little for a further 41 to 54 of renovators


choices made and the disclosure of it would have a positive impact on the way renovations are done

Facilitating disclosure of reliable and trustworthy energy efficiency information at all these points

will encourage energy efficiency innovations in renovation by

20


When is it timely to intervene with energy

efficiency messages for home buyers

To reach the lsquoshort termersrsquo lsquopracticalsrsquo and lsquoenvironmentalistsrsquo the following messages are needed

along the decision making journey


efficiency messages fro renovators

To reach the lsquoshort termersrsquo lsquopracticalsrsquo and lsquoenvironmentalists lsquo the following messages are needed

along the decision making journey for renovating

21


2 Research Objectivesshy

Research purpose

Research objectivesshy

22


3 MethodologyApproachshy

The study involved a number of steps as follows

The sample was collected using a research only online panel It was collected in two ways Some

were respondents that were involved in the householder study conducted early in 2014 and who

had self-identified as being comfort seekers In order to get the numbers required fresh sample was

also sourced

The study took place between 9th of December and 16th of December 2014

23


Sample profile

The following charts provide details on the survey sample collected

24


25


4 Hypotheses about comfort The hypotheses about what comfort means to people when buying and renovating houses and how

it could be linked to energy efficiency and sustainability was developed in two focus group

discussions conducted with recent and intending homebuyers and renovators

The focus groups revealed that there were a number of key dimensions to the meaning of comfort

Each implies a route that could be used to connect comfort and sustainability on housing

The following were the main dimensions identified

To recap - what is comfort Key dimensions

26


What is comfort

Overall there were three territories that people used to describe comfort and these major themes

were all heavily emotional and less functional in nature Tying comfort to sustainabilityenergy

efficiency needs to make use ofwork with the emotional underpinning to have the greatest chance

of success

In the past energy efficiency has delivered its messages in a way that most people now see it as

being a sacrifice By being perceived as a sacrifice this sets itself against the notion of comfort which

is all about indulgence

Tensions around comfort and energy efficiencyshyAt the present time there is a fundamental misalignment of motivations between energy

efficiencysustainability and comfort as is illustrated in the following diagram

27


A way to connect comfort to energy efficiencyshyThe focus groups suggested that the link was in the idea of starting with a good home design that

has the right aspect had used good building materials has natural light and is well insulated with

shady trees These things are seen as being essential ingredients of a comfortable home and are

energy efficient

28


5 Ethnographic interviews allowed us

to see and hear the way people talk The six ethnographic interviews provided the opportunity to test the hypotheses that were

developed in the focus groups about the dimensions of comfort and how they might relate to energy

efficiency

Three of these interviews were able to be developed into a detailed profile of how each of the

segments live

Our people

29


Beck ndash buyerrenovator with young family

Comfort is what I can get with as little effort as possible

She exchanges sustainability comfort for style comfort knowing that she will be able to entertain

friends and family in an environment that reflects her aspirational self

Whilst heating issues emerged after moving in they remained a lesser priority to changing the

appearance of the dwelling

Being socially accepted because of renovation design made it possible to tolerate hot and cold

discomfort

Invisible heating and cooling solutions currently have preference over any other

She relied on word of mouth and some online research to decide on specific heating and cooling

solutions

Upfront cost and saving money on energy bills were the main priorities in selecting these

solutions

The relationship between comfort and energy efficiency is not immediately obvious

ldquoVoluntary disclosurerdquo needs to offer money saving potential in the immediate term however

she cannot see the value of a ldquoComfort ratingrdquo when selling a property

Sarah ndash buyer with older family

Comfort is sacrificed for location and knowing you belong to a community

Recently moved into a larger terrace house to accommodate growing kids Despite this she is

currently experiencing significant discomfort with respect to shared work and recreation spaces

in the home where kids interrupt her work The layout also makes it difficult to maintain the

house in terms of cleanliness causing her deep anxiety as she unable to effectively control the

domestic aspect of her role She has traded practical living for more space and to live in a

location that meets her needs in terms of local services and community

She mitigates current unsustainable heating and cooling aspects of the house through everyday

practices (turning off lights) and only uses air-con and heaters when she absolutely needs She is

proud of her environmental responsibility by not having a car walking everywhere and using

public transport

In her current circumstances being more comfortable means being less responsible ndash in this

respect being uncomfortable makes her feel morally comfortable or vindicated a form of self-

flagellation Energy efficiency is therefore largely a moral comfort only which still does not

exceed location and community as a priority

Comfort is understood as a subjective lived experience whereas energy efficiency is measurable

ldquoVoluntary Disclosurerdquo has merit for her from a buying perspective but only in terms of energy

efficiency not in terms of comfort

30


Adriane ndash renovator and empty nester

Comfort is the way your environment makes you feel mentally and spiritually

For Adriane a beautiful aesthetic environment provides comfort in a stressful world Comfort is

also achieved by belonging to a great community and having access to great services nearby

Comfort is knowing that something is cared for and will be cared for in the future and is the lived

experience of space which allows the soul to breathe and revive Comfort is practical and gives

you control over your environment and therefore yourself

Shared discomforts (such as noise pollution) are an acceptable discomfort because everyone

has to endure them Heating and cooling discomforts are tolerated and other sustainable

investments (water tank solar) forsaken because ideal solutions seem financially out of reach

Being truly sustainable is associated with expense and so are everyday sustainable behaviours

and practices (turning lights off) and cheap solutions (light vent) are used to justify not making

these investments

Information and knowledge on sustainable living and energy efficiency is acquired ad hoc and

incidentally not proactively sought and she expects more awareness generation from local

government

Rating ldquocomfortrdquo feels threatening and invasive with the potential to humiliate people and so

voluntary disclosure must offer financial benefits as well as moral ones only then can a link

between comfort and sustainability be made

These interviews have been edited into approximately 10 minute detailed behavioural profiles using

the footage collected during the two hour ethnographic interviews

31


6 Survey findings with recent andshyfuture renovators and buyersshy

Properties owned Experience is highly variable

The sample consisted of people with a range of experiences in renovation and in buying new homes

31 had owned just one home and 37 2-3 homes However 31 had owned many homes

This profile highlights the range of levels of experience that the energy efficiency program needs to

deal with However the group discussions reveal that it is only the most experienced that really have

a good idea For the majority of people home renovations and home purchase does not happen

often enough to make anyone an expert

The feedback was that access to information and education about energy efficiency and

sustainability is crucial at the time they are in the buying and renovation planning cycle

32


Factors taken into account when making final

choices About renovating

33


7 What are the priorities of a

comfortable home - Pairwise

comparison People hold different ideas about the definition of a comfortable home and it was thought that a

pairwise comparisons approach would be the best way to identify which aspects were most

important to buyers and renovators Pairwise comparisons forced respondents to the survey to

choose which aspect they thought is the main ingredient of a comfortable home Respondents were

asked to make a choice between all possible combinations ndash there were 10 in all See question D2b

This tells us what ideas are most prevalent and the order of importance of them

Pairwise comparisons

34


Priorities for a comfortable home By region




comfortable home

The most important aspect of a comfortable home is highly functional Namely a home that is warm

in winter and cool in summer came up as the most important attribute with 42 of the sample of

buyers and renovators About one third (34) said that making the home suit their lifestyle was the

most important aspect of making their home comfortable Just over one in ten (11) say that

making the home reflect the things that matter is most important while 9 percent wanted the home

to reflect them personally to others and saw this as most important as the home was a way to

project their social image Only a small number (3) said that the most important thing to making a

home comfortable was that it was an entertainment venue

Clearly all these things matter but the pairwise comparisons provides an indication of the relative

importance of each attribute of comfort

There were no significant differences in this regard between those living in Sydney or in rural New

South Wales

35



There were few differences between the four types of respondents in the survey on this series of

questions

36


8 Attitudes to comfort energy

efficiency and the environment

What is a comfortable home

A range of views were expressed in peoplersquos own words about what having a comfortable home

means to them

The themes suggest that having a comfortable home is all about living a better life which will be

discussed in more detail later It certainly includes the creation of a sense of security and lsquococooningrsquo

from the outside world which is often perceived as being challenging

The home is the place of escape

37


The features of a comfortable home Summary

The detailed analysis of the open-ended question reveals four important aspects of what it means to

buyers and renovators to have a comfortable home

38


Features of a comfortable home Top 10

The features of a comfortable house are many and varied They donrsquot just relate to energy efficiency

or to whether a house is warm in winter and cool in summer

A comfortable house needs a garage or at least somewhere to park a car with 84 of buyers and

renovators agreeing The size and design also play crucial roles in defining comfort (84) and then

how well insulated the place is (83) There is a clear link between good insulation and comfort

Most renovators and buyers also see the link between the right aspect and its contribution to

making a comfortable home (81)

39


Features of a comfortable home ndash next 11shyFewer renovators and buyers connect solar panels (58) and double glazing (54) to contributing to

making a comfortable house

40


Outcomes that lead to a comfortable home

The study attempted to differentiate between the features of a home (the way the home is) and the

outcomes that might make it contribute to making a home comfortable

The most important outcomes that contribute to a making a comfortable home were functional a

home that is easy to maintain (89 agree) and is functional for the lifestyle the people living in the

house need (88)

The next attributes start to connect with energy efficiency and sustainability good ventilation and

air flow (87 agree) filled with natural light (87) and a place that is naturally cool in summer and

warm in winter (85)

An interesting and potentially useful attribute that is seen as important is a home that provides a

health living environment which relates to materials and the availability of fresh air not air-

conditioned air This may be a point to leverage in the programs communications

41


Attitudes to their home

Some more general attitudes to a home were also measured in the survey They reveal that a sense

of openness and access to natural light feature strongly in what people are looking for in a home It

drives purchase and renovation goals These attitudes also show that space again is crucial

Energy efficiency messaging probably needs to work with these basic perceptions of comfort and to

advise on how to achieve the most energy efficient outcomes within this constraint Perhaps getting

people to consider how they can zone houses for better energy efficiency outcomes would be a

strategy that could be employed Zoning allows people to act in small ways to achieve environmental

outcomes

42


Attitudes to the environment

Three quarters of buyers and renovators (74) say that product performance is the main reason for

their choice of products when renovating The role of price as the main consideration in the choice

of products polarises the sample with 56 agreeing it is while 30 are unsure and 14 disagree

Similarly the seeking out of environmental benefits splits with 56 saying they do look for

environmental benefits while 31 are unsure and 12 disagree

Importantly 50 of buyers and sellers agree they want to consider environmental benefits but donrsquot

have the information In addition 45 would prefer to buy products with environmental benefits but

they canrsquot understand them Both information and education is being called for by buyers and

renovators

43


Attitudes to energy efficiency

Two thirds of renovators and home buyers (67) think that every bit counts when it comes to being

energy efficient and only 3 disagree Most people claim they have a very good understanding of

what it means to be energy efficient (64) Six in ten (60) believe they have improved the energy

efficiency of their home in the last two years

One barrier appears to be that the payback period for investing in energy efficiency is too long and

clearer messaging around this (detailing the actual payback periods) will positively impact on the

lsquoshort termersrsquo For others the contribution towards future generations is a reason to act and should

be considered in the messaging It will be a key reinforcing message

44


Attitudes to energy efficiency (2)

Almost four in ten (38) state unambiguously that energy efficiency is not a high priority for them

and 36 think being energy efficient means having to sacrifice things they are not willing to do The

challenge remains to engage with this significant segment

The identical proportion of renovators and buyers (38) bemoan the fact there are insufficient

choices of energy efficient products indicating they are still purchasing products that are less

efficient than they should be So encouraging more energy efficient products as well as more

information and education about energy efficient products is needed and should be a goal of the

program in some form

One third of renovators and buyers advocate that local council should dictate the products and

approaches needed so citizens donrsquot have to worry about it

45


9 Views on voluntary disclosure

Information affecting buying decisions

Both renovators and buyers were very open to receiving information about the energy efficiency of a

home they were buying In fact they believe a great range of information would be valuable and

could impact on the buying decision

Around three in ten said that all these forms of information would very much impact on their

decision A further third to four in ten said it would have quite an impact There was little

differentiation between the various forms of energy efficiency information

Just fewer than three in ten were neutral about the information and a small proportion said it would

have no impact at all

As with the surveyed sample most of those interviewed in the ethnographical interviews and the

two focus groups also agreed that information on the energy efficiency of the home they were

buying

46


bull was of great value when thinking of buying

bull Especially if they were down to choosing between two homes that met their cost and


Most also agreed that they wouldnrsquot want to provide it as a seller of their current home This is

where the challenge lies for policy makers with self-interest dictating a desire for the benefits but a

preference for avoiding the downside when it comes to a major asset like a house

All the energy efficient information suggested in the survey would weigh heavily on the choices

made and the disclosure of it would have a positive impact on the outcome by encouraging the

purchase of homes which are more energy efficient

By facilitating the disclosure of reliable and trustworthy energy efficiency information at the point of

sale there will be greater demand for homes with greater energy efficiency because it will be

47


10 Situational factors that might link

Energy Efficiency with comfort

Information at a particular moment in time that would affect buying decisions

Almost eight in ten renovators and buyers (79 of the sample) indicated that receiving information

about the energy efficiency of the home as part of the home valuation would provide the most

impact on their decision to buy

Other ways of receiving the information were also seen as valuable such as in the building inspection

(76) getting home insurance (74) and when checking real estate ads (72)

These results are clear people in the buying situation do want to know about the energy efficiency

of the home and how this will impact on maintaining a comfortable indoor environment and on the

running costs

Most of those interviewed in the survey also agreed that information on the energy efficiency of the

home they were buying at all the various points suggested would be influential

48


bull In fact it would affect the buying decisions a lot for 35-41 of the sample





points will encourage energy efficiency innovation in renovations by

Information at a particular moment in time that would affect renovation

decisions

Timely information about energy efficiency when renovating is also thought to have a likely impact

on the choices that need to be made

It was acknowledged that when your energy bills are high you look for ways to reduce energy use

Consumers are also used to receiving information about energy use at retail stores when buying

materials products and appliances This is a timely intervention that is known to make a difference

Again renovators and buyers pointed to the role of council in the planning process as a way of

making sure wise energy efficiency decisions are taken (82 said this would influence decisions)

Again all other options provided in the survey were supported as being potential agents of ensuring

better decisions and again there was significant support for all of them

49




In fact it would affect the buying decision a lot for 28-43 of buyer and a little for a further 41 to

54 of buyers

In fact all the energy efficient information suggested at these points in time would weigh heavily on

the choices made and the disclosure of it would have a positive impact on the renovation choices


will encourage energy efficiency innovations in the renovation choices of consmers by

50


11 How can energy efficiency tap into

the Caregiver archetype

Caregiving Comfort is connected to caregiving

At its core comfort is the term that people in their role as caregivers use to describe the home they

want to provide for themselves and their closest others

Buying or renovating a house lsquoactivatesrsquo the caregiver archetype that exists in us all to lesser and

greater extents This basic human motivation is driven on the positive side by altruism compassion

generosity and a desire to help and nurture others

On the negative side comfort seeking is also a reaction against fears of insecurity instability

difficulty or austerity

To make energy efficiency a positive motivator it needs to be repositioned emotionally as something

that holds the promise of naturalness gentleness wholesomeness (in doing so they will reflect the

qualities of the caregiving relationship (empathy communication consistency trust etc)

Energy efficiencysustainability needs to be the way buildersrenovators home buyers reconcile the

desire to be generous and caring with the economic and time pressures of modern life and in turn

become respected as the provider of home security and continuity

Conclusions Caregiving is highly connected to self-imageshy

Caregiving and caregivers derive a lot of their personal meaning from creating the lsquohomersquo which is

comfortable and secure

As such it is an integral part of who they are and an expression of their personal values

Any attempt to leverage energy efficiency as part of comfort will need to be aware of this dynamic

and leverage it

Energy efficiency needs come to mean a way of providing a natural more wholesome environment

free from the need to waste resources on energy It needs to become a social statement about onersquos

ability to both and to leave a long lasting legacy of having contributed to nurturing the world

51


Energy efficiency needs to be shifted to beyond the practical cost saving and functional benefits and

associations made with aspirational social outcomes ndash more like those associated with sustainability

If environmental awareness and a desire to act is part of their make-up then energy

efficiencysustainability is part of the renovationbuildpurchase and if it is not present it isnrsquot

This is the current divide that was observed

When does information about energy efficiency

affect renovations


comfortable and secure As such it is an integral part of who they are and an expression of their

personal values

Leveraging energy efficiency as part of comfort will need to be aware of this dynamic and leverage it

Energy efficiency in a symbolic sense needs to come to mean a way of providing a natural more

wholesome environment free from the need to waste resources on energy It needs to become a

social statement about onersquos ability to both and to leave a long lasting legacy of having contributed

to nurturing the world The survey showed it is about wanting to make the life we live better (81)



It could start with the little things that can be done to make the house more (and energy efficient)

comfortable (79)

52


Feelings that emerge when renovating or

choosing a home

The following feelings emerged when renovating or choosing a home to buy It was dominated by

the goal of finding a way through the process of buying to make the life we live better

The opportunity exists to tie this to energy efficiency which contributes towards a more

comfortable indoor environment at a much lower cost ndash both in the short and longer terms

53


Positioning by the segments we need to persuadeshyTo reach the lsquoShort termersrsquo and lsquopracticalsrsquo sustainabilityenergy efficiency needs to be positioned





make a home more comfortable It is small steps for the lsquoPracticalsrsquo that they can trial

To reach out to the lsquoShort termersrsquo it will also be necessary to involve the promise of making the life


goal is to see the lsquoShort termersrsquo taking the big steps when renovating and buying it seems as

though the beginning will have to be the small steps that start in their regular visits to the hardware

store rather than when they are making the very large choices With 79 saying they want to do the

little things that make their home more comfortable



54


12 Household classification

Environmental behaviours Things done around

the home

Many renovators and buyers are already engaged in positive behaviours regarding energy efficiency

Only a few donrsquot dry their clothes outside (11) already and buy more energy efficient appliances

(14)

Interestingly the negative behaviours that linger the most relate to the idea of indulgencecomfort

having very hot water in the hot water system and having a second fridge full of cold drinks that are

probably rarely accessed

55


Attributes of current household Statements

about occupantrsquos home

Renovators and home buyers generally believe they have created a home that is very comfortable

(93 agree) In fact on all the measures there is widespread agreement that they have achieved

what they wanted regarding the main issues identified as being related to comfort

What they may not have achieved is having done it in an energy efficient manner

56


How energy efficient is the home you live in

Despite the evidence to the contrary almost two thirds of renovators and home buyers believe they

have a very energy efficient home (20) a somewhat energy efficient home (42)

One important message for the program will be to challenge the belief that their homes are energy

efficient and to help renovators and home builders imagine their new or renovated home as being

more energy efficient

57


13 Market segmentation

Market segmentation

Looking at the market as a whole it is not one homogenous entity rather there are different

mindsets that people have when they renovate and buy

The research used two approaches to segment the renovator and buyer market

The best solution was achieved using cluster analysis which produced three segments as follows

Those who are environmentally driven ndash 26shy

Those who are practical ndash 34shy

Those who are short term cost focused ndash 36shy

Pairwise comparisons were used but the solution showed little differentiation While it confirmed

the general truths about the meaning of comfort as a goal of renovators and buyers

making the home suit my lifestyle ndash 20shy

making the home reflect the things that matter to you + reflect you personally ndash 34shy

home thatrsquos warm in winter and cool in summer ndash 42shy

Between the two segmentation solutions the cluster analysis proved to be a more powerful market

segmentation as there were more significances found than in the pairwise comparison

58


Segment profile ndash environmentally driven 26 of the total sample

59


What is comfort to the environmentally drivenshy26 of the total sample

60


Segment profile ndash the practicalsshy


61


What is comfort to the practicalsshy


62


Segment profile ndashshort term focused 36 of the total sample


63


Segment comparisons ndash renovatorshome buyersshy

64


14 Pairwise comparison segmentsshySegment profile ndash Tribal cues


65


What is comfort ndash Tribal cues 34 of the total sample

66


Segment profile ndash Lifestylers - making the home

reflect the things that matter to you + reflect you

personally -20 of the total sample

67


What is comfort ndash Lifestylers - making the home



68


Segment profile ndash Thermo-regulators - home

thatrsquos warm in winter and cool in summer


69


What is comfort ndash Thermo-regulators - home



70


Comparison ndash renovatorshome buyersshyThe figure shows no important differences by recent or planned activity

Comparison ndash energy efficiency

Making a home suit my lifestyle becomes much more important when you are actually buying a

home compared to when you are thinking about buying a home This is a highly situational element

71


Appendix ndash Surveyshy

2072 ndash OEH Comfort Survey

ONLINE SURVEY ndash 12 MINUTES

VERSION (V6)

Introduction

Thank you for agreeing to participate in this online survey

It takes around 12 minutes to complete on average

All instinct and reasonrsquos research is conducted under the Market and Social Research Privacy Principles which

ensures confidentiality of your information The results will be aggregated your individual information will not

be able to be identified

Please ensure that you read all instructions carefully for each question before selecting your answer At the

end of the survey please ensure that you click lsquosubmitrsquo to ensure your responses are collected

If you have any questions or comments regarding this survey please email enquiriesinstinctandreasoncom

Please click lsquocontinuersquo to start the survey

Please Check the following Quotas

Sample is n=230 renovators and home buyers with soft quotas applied to the following

N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months

Online survey 65 65 50 50

72


Section A - Screeners

A1a Are you a homeowner

SR

TERMINATE No I rent somewhere to live and donrsquot own a property ocirc1

TERMINATE No I live in a home owned by someone else (eg employer parents other family

member)

ocirc2

Yes I own a property (including with a home loan or mortgage) ocirc3

TERMINATE-----Prefer not to say ocirc99

A1b Please indicate which of the following you have done in the past 12 months

MR

Purchased a property to live in ocirc1

Renovated part or all of the home you live in ocirc2

None of these ocirc99

A1c Please indicate which of the following you plan to do in the next 12 months

MR

Purchase a property to live in ocirc1

Renovate part or all of the home you live in ocirc2

None of these ocirc99 TERMINATE IF DIDNrdquoT TICK

CODE 1 or 2 in EITHER A1b

OR A1c

73


TERMINATE IF CODES 1 OR 2 NOT SELECTED AT A1b OR A1c

RESPONDENT TO BE ASSIGNED TO 1 OF THE GROUPS BELOW CHECK QUOTAS

N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


NOTE Due to length of survey respondents will be assigned to only one lsquorolersquo and asked questions

pertaining to that role

74


[ASK IF OWN PROPERTY A1a CODE 3]

A2 Which of these applies to you

Please choose all that apply

MR

I own the property I live in and own it outright no home loan or mortgage ocirc1

I own the property I live in with a home loan or mortgage ocirc2

I rent the property I live in but I also own a property ocirc3

I own a property I rent out and donrsquot live there myself ocirc4

I own a property I sometimes live in and sometimes rent out (eg holiday let) ocirc5

I own a property used for other purposes (eg used by children at university) ocirc6

I have recently bought a property I intend to rent out but not live there myself ocirc7

I have recently bought a property I intend to rent out and also live there myself ocirc8

Other (please tell us more) ocirc98


[ASK ALL]

A3 If you were renovating your home or a property you own who would be the main decision maker on

what work was done who did the work what materials were used which appliances you boughthellip

SR

I would be the main decision maker ocirc1

I would be one of the joint decision makers ocirc2

TERMINATE----I wouldnrsquot be involved in those kinds of decisions ocirc3

TERMINATE-----Donrsquot knowunsure ocirc4

75


[ASK ALL]shy

A4 What age are you [CHECK QUOTAS]shy

SR

TERMINATE-----18-24 ocirc1

25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8

TERMINATE-----75+ ocirc9

[ASK ALL]shy

A5 Are youhellip [CHECK QUOTAS]shy

SR

Male ocirc1

Female ocirc2

[ASK RENOVATORS LAST OR NEXT 12 MONTHS A1b CODE 2 or A1c CODE 2 OTHERS GO TO A5b]

A5a Thinking about the renovation or improvement work you have had done on your home in the past 12

months or intend to do in the next 12 months which of these factors have been will be important in your

decision to go ahead with the renovation or improvement work

PLEASE CLICK ON ALL THAT APPLY

76


RANDOMISE ORDER MR

A house where I can increase the value of the property for when Iwe sell it

(though not planning to sell it for a while)

ocirc1

A house that has low running costs ocirc2

A house I can make comfortable to live in ocirc3 MUST TICK CODE 3

OR TERMINATE

[ASK BUYERS LAST OR NEXT 12 MONTHS A1b CODE 1 or A1c CODE1 OTHERSGO TO A6]

A5b Thinking about the home you bought in the last 12 months or the one you intend to buy in the next

12 months which of these factors have been important in your decision to buy a home


RANDOMISE ORDER MR



ocirc1


A house I can make comfortable to live in ocirc3 MUST TICK CODE3

OR TERMINATE

[ASK ALL]shy

A6 Is the property you live inhellip [CHECK QUOTAS]shy

SR

An apartmentflatunittownhouse ocirc1

A detached house ocirc2

A semi-detached house or terrace ocirc3


[ASK ALL]

77


A7 How long have you lived therehellip

SR

Less than a year ocirc1

1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6

More than 20 years ocirc7

78


Section B ndash Past and current behaviours

[ASK ALL]

B1 Including homes to live in houses or apartments to rent holiday lets investment properties etc how

many properties in total have you owned in your lifetime

DO NOT ROTATE OR RANDOMISE ORDER SR

Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5

Canrsquot remember ocirc98

None ndash I have never owned a property ocirc99

[ASK ALL]


many properties in total have you renovated part or all of


Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79


None ndash I have never renovated a property ocirc99

[RENOVATED IN THE PAST 12 MONTHS GROUP ndash ASK B5 B6 B7 B8]

B3 What work have you done on your home in the past 12 months


RANDOMISE ORDER FOR CODES 1-10 MR

Major external renovation or improvement work (eg extension re-roofing new windows

infrastructure into the property)

ocirc1

Major internal renovation or improvement work (eg new bathroom new kitchen new floor re-

wiring structural changes)

ocirc2

Insulation in roofceiling andor wallsfloors ocirc3

Extensive work to the garden paths or area around your property ocirc4

Installed new heatingair-conditioning system ocirc5

Installed new lighting system or upgraded existing lighting system ocirc6

Installed a new water system eg for recycling or dual water supply ocirc7

Converted the energy system (eg to use renewable energy) ocirc8

Installed double glazing or thermal-efficient windows ocirc9

Replaced swimming pool pump with energy-efficient system ocirc10

Only done minor renovation or improvement work (eg painting replacing fittings new light

bulbs)

ocirc11

Not done any renovation or improvement work in the past 3 years as property didnrsquot need it

(eg done previously or good condition when bought)

ocirc12

Not done any renovation or improvement work in the past 3 years even though it really needs

it

ocirc13


[PLAN TO RENOVATE IN THE NEXT 12 MONTHS GROUP ndash ASK B10 B11 B12 B13]

80


B4 What work do you plan to have done on your home in the next 12 months





ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81


Section C ndash The Decision Making Processshy

[PURCHASED A PROPERTY IN THE PAST 12 MONTHS ndash ASK C1 C2 C3]

C1 When you started off searching to buy your new home to live in which of the following factors were you

looking for in a property Please choose all that apply

RANDOMISE ORDER C1

MR

Aspect (eg North East or North East facing) ocirc1

Kitchen over-looking the living room (to be able to see what going on) ocirc2

Storage space ocirc3

Potential for indooroutdoor entertaining ocirc4

High ceilings ocirc5

Privacy (from neighbours) ocirc6

Security (street visibility security features etc) ocirc7

Established treesgarden ocirc8

Parking off (street) ocirc9

Layout of the home (suits your lifestyle) ocirc10

Front garden ocirc11

Enough space in the laundry ocirc12

Kitchen that works for your lifestyle without major adjustment ocirc13

Free wall space ocirc14

Natural ability of the house to be warm in winter and cool in summer ocirc15

Structural materials used (which one is soundermore solid) ocirc16

Built in wardrobes ocirc17

Number of bathrooms ocirc18

The amount of natural light ocirc19

82



C2 When you were buying a new home to live in what factors came into play when you were comparing 2 or

more properties against each other Please choose all that apply

RANDOMISE ORDER C2

MR

Aspect (eg North East or North East facing ocirc1

What you want to changecan change ocirc2

How much work $ will it take to change it to the way you want ocirc3

Are the costs of changes realistic (will it over capitalise) ocirc4

Which changes would you have to do first ocirc5

How does the house fit with your life stage ocirc6

How much will it cost to heat cool ocirc7

Age of the property ocirc8

Is it a hot or cold house (energy efficiency) ocirc9

Which one is more structurally sound ocirc10

ocirc11


83


C3 When you were buying a new home to live in what factors came into play when you made the final choice

about which property to buy Please choose the top 3 only

RANDOMISE ORDER C3

TOP 3

Does it fit with your current stage of life ocirc1

Does it fit with the future needs of the family ocirc2

The cost of reconfiguring it to make it your own ocirc3

The time it will take to reconfigure to make it your own ocirc4

Maintenance cost ocirc5

Liveability (as it is without changes) ocirc6

Ability to build its value over time ocirc7


84


[RENOVATED IN THE PAST 12 MONTHS GROUP ndash ASK C4 C5 C6]

C4 During the early stages of planning which of the following factors influenced what work you might do to

your home Please choose all that apply

RANDOMISE ORDER C4

MR

Council rules ocirc1

Design ideas ocirc2

Professional advice ocirc3

What materials to use ocirc4

Durability of materials ocirc5

Maintenance issues ocirc6

What will work from a project management point of view ocirc7

What could be done to make the home different or unique ocirc8

Whatrsquos practical to use ocirc9

Aesthetically pleasing ocirc10

Style ocirc11

Cost ocirc12


C5 When you had decided to renovate your property what factors came into play when you were weighing

up the different ways to renovate Please choose all that apply

RANDOMISE ORDER C5

MR

What the council saysdictates ocirc1

Cost ocirc2

Australian made ocirc3

Whatrsquos most important to me ocirc4

85


Availability of materials tradespeople ocirc5

Sequencing of the project ocirc6

Do the solutions fit the purpose of your renovation (entertainment comfort more access

to outside etc)

ocirc7

Will the investment be an over-capitalisation ocirc8


C6 When you had decided to get work done what factors came into play when you made the final choice

about what to do Please choose the top 3 only

RANDOMISE ORDER C6

TOP 3

Council dictates ocirc1

To keep to the project plan ocirc2

To keep momentum ocirc3

Budgets get blown here trying to keep the project moving ocirc4

What can I actually do (availability of materials and labour) ocirc5


86


[PLANNING TO PURCHASE A PROPERTY IN NEXT 12 MONTHS ndash ASK C7 C8 C9]

You indicated earlier that you are looking to purchase a property in the next 12 months As we do not know

what stage you are up to in the process for the next few questions please imagine you are just about the

start the process

C7 When searching to buy a new home to live in which of the following factors were would be looking for in a

property Please choose all that apply

RANDOMISE ORDER C1

MR



















87




C8 If you were buying a new home to live in what factors would come into play when you get to comparing 2

or more properties against each other Please choose all that apply

RANDOMISE ORDER C2

MR











ocirc11


C9 If you were buying a new home to live in what factors would come into play when you come to making

the final choice about which property to buy Please choose the top 3 only

RANDOMISE ORDER C3

TOP 3




88







89


[PLAN TO RENOVATE IN THE NEXT 12 MONTHS ndash ASK C10 C11 C12]

You indicated earlier that you are looking to renovate a property in the next 12 months As we do not know

what stage you are up to in the process for the next few questions please imagine you are just about to

start the process

C10 During the early stages of planning which of the following factors do you think would influence what

work you might do to your home Please choose all that apply

RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12


C11 Assuming you have now decided to renovate your property what factors might come into play when you

were weighing up the different ways to renovate Please choose all that apply

RANDOMISE ORDER C5

MR


Cost ocirc2

90






Do the solutions fit the purpose of your renovation (entertainment comfort more access to

outside etc)

ocirc7



C12 Assuming had decided to get work done what factors would come into play when making the final

choice about what to do Please choose the top 3 only

RANDOMISE ORDER C12

TOP 3







Section D ndash Attitudes to Comfort Energy Efficiency and the Environment

D1 In your own words please describe what having a comfortable home means to you What makes your

home comfortable as opposed to uncomfortable

Please write your response in the text box below

Open Ended

[ASK ALL]shyD2a We are going to think about different priorities for making your home comfortable and would like toshy

know which of them is more important to you You will get to make 10 of these choicesshy

91


D2b Whatrsquos the difference in importance to you between these 2 ways of making your home comfortable ndash is

it a small difference in importance a moderate difference in importance or a large difference in importance

D2a Which are your priorities D2b Level of difference

in importance

Small Mode Large

1 Making the home suit my lifestyle - a

layout that works for the family

needs indooroutdoor space that

suit your lifestyle etc)

ocirc1 Making the home an

entertainment venue

ocirc2 ocirc1 ocirc2 ocirc3

2 Making the home suit my lifestyle ocirc1 Making the home reflect me

personally (you can see

yourself there)


3 Making the home suit my lifestyle ocirc1 Making the home reflect the

things that matter to you (it

might be connection to the

community letting children

play outside security etc)


4 Making the home suit my lifestyle ocirc1 A home that is warm in winter

and cool in summer


5 Making the home an entertainment

venue

ocirc1 Making the home reflect me


yourself there)



venue

ocirc1 Making the home reflect the







venue

ocirc1 A home that is warm in winter

and cool in summer


8 Making the home reflect me

personally (you can see yourself

there)










and cool in summer


92


there)

1 Making the home reflect the things ocirc1 A home that is warm in winter ocirc2 ocirc1 ocirc2 ocirc3

0 that matter to you (it might be and cool in summer

connection to the community letting

children play outside security etc)

[ASK ALL]shyD3 On a scale of one to five where one is strongly disagree and five is strongly agree hellip please indicate howshymuch you think each of the following features contributes to making a home comfortableshy

Please select one answer per row

RANDOMISE ORDER Strongly

disagree

Neutral Strongly

agree

NOT

SURE

Gourmet kitchen with granite benches and modern appliance ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A well-size and inviting entertaining area ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Designer bathrooms ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Deluxe flooring material ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Underfloor heating ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Spacious open plan living ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Low maintenance and easy care courtyard or garden ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Abundant storage ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A good view eg of the ocean or green space ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A local market with fresh fruit and vegetables ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Has the highest environmental standards (a top lsquogreen ratingrsquo) ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Access to renewable energy or green power sources ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Has solar panels installed ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Well insulated roof and walls ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Has an efficient and effective heatingair conditioning system ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Has rainwater tanks and a system for minimising use of water ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Has double glazing or thermal-efficient windows ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

93


Top quality materials finish or appliances so itrsquos long-lasting ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

The size and layout of the property (including garden) ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Where the sun is in relation to the property and shade ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Garage or somewhere to park the car ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

94


[ASK ALL]shyD4 On a scale of one to five where one is strongly disagree and five is strongly agree hellip please indicate howshymuch you think each of the following outcomes contributes to making a home comfortable for youshy



disagree

Neutral Strongly

agree

NOT

SURE

A property with low energy and water bills ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place that is functional to live in for my (or my family) lifestyle ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Just feels like the right place ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Doesnrsquot need any work doing to it ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

I donrsquot care what it costs I donrsquot want my family to be uncomfortable ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

That I can reflect my personality in it ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place where my friends family and I can enjoy it ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Easy to maintain ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place that is filled with the natural light ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place that is cool in summer and warm in winter with minimal need for

mechanical coolingheating appliances

ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place that has good ventilation and air flow ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place that does not use too much energy or water ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place that reflects my personal style (give example) ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A healthy living environmental (eg no harmful material fresh air etc) ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A environmentally friendly place with minimal impact to the environment ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A place where I can entertain our friends ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

95


(Attitudes to Comfort)

[ASK ALL]shyD5 On a scale of one to five where one is strongly disagree and five is strongly agree hellip please indicate howshyyou feel about the following statementshellipshy

ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE

It is very important that my home has plenty of space for my family ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

It is very important that my home feels open with plenty of natural

light


I like to entertain friends and family and my home always needs to

cater for that


My home is a reflection of how successful I am ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

It is important that my home reflects me and my personal style ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Itrsquos crucial that my family and friends feel relaxed and comfortable in

my home


Running costs (eg energy and water bills) are not a key factor in the

way I run my house hold


I make a serious effort to reduce the running costs of my home (eg

energy and water bills) even if it means lsquogoing withoutrsquo at times


I am willing to sacrifice comfort in my home if it means reducing my

impact on the environment


I feel better knowing that my home is environmentally friendly ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

(Attitudes to Energy Efficiency)


ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE

I have a very good understanding of what it means to be energy

efficient


The impact my home has on the environment plays a key role when

making decisions about my home


The only benefit of being energy efficient is the money I can save ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

96


Future generations will benefit from the actions I take now when it

comes to being energy efficient


Every bit counts when it comes to being energy efficient ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Being energy efficient means having to sacrifice things that I am not

willing to do


It is too expensive to buyinstall energy efficient appliancesproducts ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Attitudes to the Environment)

[ASK ALL]shyD7 When it comes to renovating or buying a home on a scale of one to five where one is strongly disagreeshyand five is strongly agree hellip please indicate how you feel about the following statementshellipshy

ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE

I always look for environmental benefits in the

products I use


Product performance is the main reason for my

choices


I want to consider environmental benefits but I

donrsquot always have the information


I prefer products with environmental benefits but I

canrsquot always understand them


The appearance of the product is the main reason

for my choice


The environment plays no part in my decision

making for home renovation or garden products


Saving money on household bills is the main

reason for my choices when buying or renovating


Price in the main consideration for my choice of

electrical appliance


Price is the main consideration for my choice of

products for renovation


I take the cheaper price and donrsquot worry as much

about the ongoing costs


It is too difficult to find a tradesperson that

recommends energy efficient products


Improving the energy efficiency of my home is

too much of a hassle


There are not enough choices of energy

efficient products


97


I donrsquot know how to improve the energy

efficiency of my home


In the past 2 years I have improved the energy



Energy efficiency of my home is not a high

priority for me


The payback period for making energy

efficiency improvements is too long


I do not want to sacrifice my current lifestyle

choices for energy efficiency


The council or government already have rules

for energy efficiency for homes so I do not

need to do more in this area


Improving energy efficiency of my home will

not improve the value of my property


98


Section E ndash Voluntary Disclosure

[ASK ALL HOME BUYERS]shyE1 How much do you think the following information would affect your decision about purchasingshyyour home if these information are available to you when you are making the decisionshy

RANDOMISE ORDER Not at

all

Very

much

so

NOT

SURE

Comparison of the home energy costs with other houses of similar size ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Comparison of the home environmental impact with other houses of similar

size


The estimated indoor temperature for each season ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Estimated daily energy consumption based on house features ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Estimated daily energy consumption based on your family size ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

Estimated daily energy consumption per person ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

How the use of a range of home appliances affects your energy bills ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

The energy rating of the house similar to the star rating for appliances ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A list of energy efficiency features already present with the house ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

A list of energy efficiency improvements that can be made to the house with

the likely improvement costs and energy cost savings


99


Section F ndash Situational factors that might link EE with Comfort

[ASK ALL BUYERS OTHERS GO TO F2]shyF1 Would information about the energy efficiency of a home and how it impacts on a comfortable indoorshyenvironment and the running cost (energy and water bills) affect your decision to buyrenovate whenhellip

ROTATE CODES [A-F] YES a

lot

Yes a

little

Not at

all

NA

A You are checking home salesrental advertisements ocirc1 ocirc2 ocirc3 ocirc4

B Itrsquos part of home salesrental inspection ocirc1 ocirc2 ocirc3 ocirc4

C Itrsquos part of building inspection report ocirc1 ocirc2 ocirc3 ocirc4

D Itrsquos part of the process of getting home insurance ocirc1 ocirc2 ocirc3 ocirc4

E Itrsquos part of the mortgage applicationapproval ocirc1 ocirc2 ocirc3 ocirc4

F Itrsquos part of the home valuation ocirc1 ocirc2 ocirc3 ocirc4

[ASK ALL RENOVATORS OTHERS GO TO G1]shyF2 Would information about the energy efficiency of a home and how it impacts on a comfortable indoorshyenvironment and the running cost (energy and water bills) affect your decision to renovate hellipshy


lot

Yes a

little

Not at

all

NA

A When included as part of appliancesother products

advertisements ocirc1 ocirc2 ocirc3 ocirc4

B If displayed with appliances at retail stores ocirc1 ocirc2 ocirc3 ocirc4

C If included in the quotes from professionals for

upgradinginstalling home products ocirc1 ocirc2 ocirc3 ocirc4

D If part of buildersarchitects renovationbuilding plans ocirc1 ocirc2 ocirc3 ocirc4

E If part of the process of getting home insurance ocirc1 ocirc2 ocirc3 ocirc4

F If part of the planning for your renovation ocirc1 ocirc2 ocirc3 ocirc4

G If part of the finalisation of your renovation ocirc1 ocirc2 ocirc3 ocirc4

H If your energy bills are high ocirc1 ocirc2 ocirc3 ocirc4

I If included in local Council approval process ocirc1 ocirc2 ocirc3 ocirc4

100


Section G ndash Value placed on information about energy efficient related

comfort attribute

G1 Using a scale from 1 to 5 where 1 means not at all important and 5 means very importantrsquo how

important is to you that the following information about home products is available to you when you make a

decision on the products you purchaseuse

RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE

How the product affects the indoor temperature ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

How much the product reduces noise from outside ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

How much it costs to install the product ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

How much energy would the product help you save over 12

months


How much money would the product help you save in your

energy bills over 12 months


How the manufacturing of the product has impacted the

environment


How much value the product would add to the property ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

How the product will affect the natural light level in the

house


How the product will affect the airflow or ventilation in the

house


101


Section H ndash Caregiver archetype

[ASK ALL]

H1 When it comes to renovating or buying a home on a scale of one to five where one is strongly disagree

and five is strongly agree hellip please indicate whether these feelings are ones that you havehellip

ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE

I feel positive about the things I can do to make

the house more liveable


I see the little things I can do to make the house

more comfortable


Irsquom passionate about finding ways to make the

house healthy for everyone who will live in it


I feel this is a way I can use my talents to help

those who live in the house


I want to make the life we live better ocirc1 ocirc2 ocirc3 ocirc4 ocirc5 ocirc99

I get great pleasure in knowing Irsquom making a place

where people want to be


I want my home to be a place friends want to

come to


102


Section G ndash DemographicsHousehold Classification

[ASK ALL]shy

Finally a few questions about you to make sure wersquove got a good mix of people in our surveyshy

G1 What is your occupation and positionshy

ROTATE ORDER ndash TOP TO BOTTOM BOTTOM TO TOP (EXC OTHERPNTS) SR

Looking after the home full-time ocirc1

Manager or administrative ocirc2

Professional (eg doctor architect solicitor etc) ocirc3

Para-professional (eg police nurse technician) ocirc4

Tradesperson (eg plumber carpenter electrician) ocirc5

Clericalsecretarial ocirc6

Sales repstore salespersonpersonal services (eg waiter) ocirc7

Machine operatordriver ocirc8

Labourerstorepersonunskilled ocirc9

Small business ownerpartner ocirc10

Unemployed and seeking work ocirc11

Unable to work due to illness or disability ocirc12

Retired ocirc13

Student ocirc14

Other (please specify) ocirc98

Prefer not to say ocirc99

103


G2 What is the highest level of education you have completed


No formal schooling ocirc1

Primary school ocirc2

Some secondary school ocirc3

Completed secondary school ocirc4

Trade or technical qualification ocirc5

University diploma or degree ocirc6

Postgraduate studyqualification ocirc7



104


G3 What is your relationship status


Marriedlong term partner ocirc1

Divorcedseparated ocirc2

Widowed ocirc3

Single ocirc4



G4 Which of these best describes your household

ROTATE ORDER ndash TOP TO BOTTOM BOTTOM TO TOP (EXC OTHERPNTS) 4

Single under 30 years ocirc1

Single 30 years and over ocirc2

Share accommodation ocirc3

Couple without children ocirc4

Family with most children under 16 years ocirc5

Family with most children 16 years and over ocirc6



[ASK ALL]

G5 Which of the following have you ever installed at your home By installed we mean you did the

installation yourself or paid someone to do it This can be the home you are currently living in or a home that

you have lived in previously Have youhellip

105


SR

Installed insulation ocirc1

Double glazed the windows ocirc2

Sealed drafts and gaps around doors and windows ocirc3

Installed a solar heat pump or gas hot water system ocirc4

Installed solar panels ocirc5

Installed a smart electricity meter that allows you to control your electrical appliances

remotely

ocirc6

Installed energy efficient lights ocirc7

Insulated the water heater to reduce heat loss ocirc8

Installed low flow showerheads to use less hot water ocirc9

Other ocirc98

None of the above ocirc99

106


[ASK ALL]shy

G6 Which of the following do you do at your homeshy

Yes No I do not have

this appliance

Does not apply

Turn appliances off at the switch 1 2 9

Check fridge temperature and seals 1 2 9

Get rid of oldsecond fridge 1 2 9

Only wash clothes in full loads 1 2 9

Only use dishwasher when itrsquos full 1 2 9

Reduce the temperature of the hot water system 1 2 9

Buy energy efficient appliances 1 2 9

Dry clothes outsidereduce use of dryer 1 2 9

Monitor air-con temperature so you are not

over-working the motor

1 2 9

G7 About the home you live in are the following statements true or false (in addition to the options here we

should perhaps add in the same frames on comfort from the qualitative findings (ie lifestyle entertainment

values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply

Home is cool in summer 1 2 9

Home is warm in winter 1 2 9

Home has plenty of natural light 1 2 9

Home has good airflowventilation 1 2 9

Home is quiet (ie no external noise) 1 2 9

Home is very comfortable 1 2 9

107


G8 Is the home you live in hellip

DO NOT ROTATE SR

Very energy efficient ocirc5

Somewhat energy efficient ocirc4

Neither energy efficient or inefficient ocirc3

Not really energy efficient ocirc2

Not at all energy efficient ocirc1

Donrsquot know not applicable ocirc9

G9 And finally we will want to re-contact some of those who have completed this survey to make sure

we fully understand the results and to invite a small number to take part in online discussion forums around

the issues raised Would you be ok with us re-contacting you if we need to


Ok to re-contact me to clarify my answers or invite me to take part in an online forum on

home renovations buying houses energy efficiency GreenPower etc

ocirc1

Ok to re-contact me to clarify my answers but donrsquot want to be invited to take part in any

online forums on home renovations buying houses energy efficiency GreenPower etc

ocirc2

Donrsquot want to be re-contacted ocirc3

Thank you very much for your time today

Please click lsquosubmitrsquo to send your responses to us (and if recruited from a panel to collect your rewards)

108

shy

SYDNEY LONDON CANBERRA

Level 1 420 Elizabeth 19 Devonshire Street 103 11 Trevillian Quay

Street Surry Hills London Kingston

NSW 2010 Australia W1G 7AH United Kingdom ACT 2604 Australia

+61 (2) 9283 2233 +44 (0) 203 355 4454 +61 (2) 123 0335

copy Copyright State of NSW and the Office of Environment and Heritage

DISCLAIMER

This report was prepared by Instinct and Reason in good faith exercising all due care and attention but no

representation or warranty express or implied is made as to the relevance accuracy completeness or fitness

for purpose of this document in respect of any particular userrsquos circumstances Users of this document should

satisfy themselves concerning its application to and where necessary seek expert advice in respect of their

situation The views expressed within are not necessarily the views of the Office of Environment and Heritage

and may not represent OEH policy OEH does not accept responsibility for any inaccurate or incomplete

information supplied by third parties No representation is made about the accuracy completeness or

suitability of the information in this publication for any particular purpose OEH shall not be liable for any

damage which may occur to any person or organisation taking action or not on the basis of this publication

This document is subject to revision without notice and it is up to the reader to ensure that the latest version is

being used Readers should seek appropriate advice when applying the information to their specific needs




























































Caregiving 51shy



































4 SR 105shy


Executive summary



property to buy





















and program efforts






total sample

6


Home Buyers











over timersquo (59)

Renovators

























7










statement






abstinence








8









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108




























































Caregiving 51shy



































4 SR 105shy


Executive summary



property to buy





















and program efforts






total sample

6


Home Buyers











over timersquo (59)

Renovators

























7










statement






abstinence








8









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108































4 SR 105shy


Executive summary



property to buy





















and program efforts






total sample

6


Home Buyers











over timersquo (59)

Renovators

























7










statement






abstinence








8









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108


Executive summary



property to buy





















and program efforts






total sample

6


Home Buyers











over timersquo (59)

Renovators

























7










statement






abstinence








8









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108


Home Buyers











over timersquo (59)

Renovators

























7










statement






abstinence








8









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108










statement






abstinence








8









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108









buying new homes










9



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108



10








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108








purchase



11


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108


12












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108












13



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108



14




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108




















15






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108






environmental needs






giving up comfort







efficiency

















16







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108







17









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108









18















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108















innovations by

19



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108



buyers










renovators









20










21



Research purpose


22







also sourced


23


Sample profile


24


25









26


What is comfort




of success






27





energy efficient

28





efficiency


segments live

Our people

29









discomfort



solutions


solutions















public transport








30














these investments



government






31












32




33











34






comfortable home












South Wales

35




questions

36






means to them





37





38










39




40







house need (88)



warm in winter (85)




41










outcomes

42











renovators

43











44













45














buying

46













47












running costs



48









decisions










49





54 of buyers





50























and leverage it




51








affect renovations



personal values









comfortable (79)

52



choosing a home





53
















54




the home



(14)




55








56








57



Market segmentation















58



59



60




61




62




63



64




65



66





67





68





69





70






71





VERSION (V6)

Introduction












N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months


72




SR



member)

ocirc2




MR





MR





OR A1c

73




N= 230

180 Sydney

50 Rural

Property

Purchased in past

12 months

Planning to

purchase a

property in past

12 months

Completed home

renovations in

past 12 months

Planned Home

renovation in past

12 months




74





MR











[ASK ALL]



SR





75


[ASK ALL]shy


SR


25-34 ocirc2

35-44 ocirc3

45-54 ocirc4

55-59 ocirc5

60-64 ocirc6

65-69 ocirc7

50-74 ocirc8


[ASK ALL]shy


SR

Male ocirc1

Female ocirc2






76


RANDOMISE ORDER MR



ocirc1



OR TERMINATE





RANDOMISE ORDER MR



ocirc1



OR TERMINATE

[ASK ALL]shy


SR





[ASK ALL]

77



SR


1-2 years ocirc2

3-4 years ocirc3

5-10 years ocirc4

11-15 years ocirc5

16-20 years ocirc6


78



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5



[ASK ALL]




Just one ocirc1

2-3 ocirc2

4-5 ocirc3

6-10 ocirc4

More than 10 ocirc5


79









ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13



80







ocirc1



ocirc2










bulbs)

ocirc11



ocirc12


it

ocirc13


81






RANDOMISE ORDER C1

MR




















82





RANDOMISE ORDER C2

MR











ocirc11


83




RANDOMISE ORDER C3

TOP 3









84





RANDOMISE ORDER C4

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2



85





to outside etc)

ocirc7





RANDOMISE ORDER C6

TOP 3







86





start the process



RANDOMISE ORDER C1

MR



















87






RANDOMISE ORDER C2

MR











ocirc11




RANDOMISE ORDER C3

TOP 3




88







89





start the process



RANDOMISE ORDER C10

MR


Design ideas ocirc2









Style ocirc11

Cost ocirc12




RANDOMISE ORDER C5

MR


Cost ocirc2

90







outside etc)

ocirc7





RANDOMISE ORDER C12

TOP 3











Open Ended



91





in importance

Small Mode Large






entertainment venue




yourself there)









and cool in summer



venue



yourself there)



venue








venue


and cool in summer




there)










and cool in summer


92


there)








disagree

Neutral Strongly

agree

NOT

SURE


















93






94





disagree

Neutral Strongly

agree

NOT

SURE



















95




ROTATE STATEMENTS

Strongly

disagree

Neut

ral

Strongly

agree

NOT

SURE



light



cater for that





my home














ROTATE STATEMENTS

Strongly

disagree

Strongly

agree

NOT

SURE


efficient






96







willing to do





ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE


products I use



choices









for my choice
























efficient products


97









priority for me















98





all

Very

much

so

NOT

SURE



size












99





lot

Yes a

little

Not at

all

NA









lot

Yes a

little

Not at

all

NA












100



comfort attribute




RANDOMISE ORDER Not

important

at all

Neutral Very

important

NOT

SURE





months






environment




house



house


101



[ASK ALL]



ROTATE STATEMENTS

Strongly

disagree

Neu

tral

Strongly

agree

NOT

SURE





more comfortable













come to


102



[ASK ALL]shy
















Retired ocirc13

Student ocirc14



103













104






Widowed ocirc3

Single ocirc4













[ASK ALL]




105


SR







remotely

ocirc6




Other ocirc98


106


[ASK ALL]shy



this appliance

Does not apply











1 2 9



values etc)

Yes

always

Yes

usually

No its

not

I do not have

this appliance

Does not apply







107



DO NOT ROTATE SR













ocirc1



ocirc2




108

office of environment & heritage

Documents