Heat Pump Adoption Barriers & Decision Drivers Survey

Welcome to this survey on home heating decisions. We are interested in your honest opinions and experiences — there are no right or wrong answers. Your participation is entirely voluntary, and you may stop at any time. All responses are confidential and will be reported only in aggregate. This survey takes approximately 8–12 minutes to complete. By continuing, you consent to participate.

Which best describes your current housing situation?

• Own (homeowner)
• Rent/lease
• Live with family/other, not the owner

What type of home do you live in?

• Detached single-family house
• Townhouse/row house
• Apartment/condo
• Duplex/triplex
• Mobile/manufactured home
• Other

How likely are you to install or upgrade to a heat pump in the next 2 years?

Which of the following, if any, would make you hesitant to choose a heat pump? Select all that apply.

• Upfront equipment and installation cost
• Finding a qualified installer
• Potential need for electrical panel upgrade
• Concerns about performance in cold weather
• Uncertainty about energy bill savings
• Noise from outdoor/indoor units
• Space for outdoor unit or linesets
• Home layout/ductwork limitations
• Aesthetic concerns
• Disruption during installation
• None of the above

Heat pumps are a reliable technology for home heating.

Please rank the following factors by how important they are when choosing a home heating system, with the most important factor first.

1. Upfront cost
2. Monthly operating cost
3. Comfort and performance
4. Reliability
5. Environmental impact
6. Installer quality and availability
7. Available rebates or tax credits

In the last 12 months, were you aware of any rebates or tax incentives for heat pumps?

• Yes, and I used at least one
• Aware but did not use any
• Not aware of any

In your own words, what is the single biggest obstacle to adopting a heat pump for your home?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65–74
• 75+
• Prefer not to say

Based on your responses throughout this survey, is there anything else you would like to share about your thoughts or feelings regarding heat pumps?

Are you involved in decisions about heating or cooling systems for your home?

• Yes, I am the primary decision-maker
• Yes, I share decisions equally
• I am not involved

Which general climate zone best matches where you live?

• Very cold winters
• Cold winters
• Mild/temperate year-round
• Warm/dry (hot summers, low humidity)
• Hot/humid (hot summers, high humidity)

If a neighbor or friend asked whether you'd recommend considering a heat pump, what would you say?

• I would strongly recommend it
• I would recommend it with some reservations
• I would be neutral — neither recommend nor discourage
• I would discourage it
• I don't know enough to give advice

Please rank the following barriers in order of importance for your household, with the most significant barrier first.

1. Upfront cost
2. Uncertain energy bill savings
3. Contractor availability/expertise
4. Electrical upgrade cost/complexity
5. Suitability in cold weather
6. Noise/aesthetics
7. Space or placement constraints

Heat pumps can heat a home effectively even in very cold weather.

Where have you looked for heat pump information in the last 6 months? Select all that apply.

• Manufacturer websites
• Utility or energy provider websites
• Government/agency websites
• Installers/contractors
• Friends/family
• YouTube or online videos
• Social media
• News articles/blogs
• Home improvement retailers
• Energy auditor/home assessment
• I have not looked for information

We'd like to understand more about what drives your heating decisions. An AI moderator will ask you a couple of follow-up questions.

What is your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

Thank you for completing this survey! Your responses have been recorded and will be used in aggregate to improve heat pump programs and resources. Your participation is greatly appreciated. If you have any questions, please contact the research team.

Approximately when was your home built?

• Before 1960
• 1960–1979
• 1980–1999
• 2000–2009
• 2010–2019
• 2020 or later
• Not sure

What total upfront cost would you expect to pay for a whole-home heat pump system (equipment + installation)?

• Under $5,000
• $5,000–$9,999
• $10,000–$14,999
• $15,000–$19,999
• $20,000–$29,999
• $30,000 or more
• I have no idea

Heat pumps are better for the environment than traditional gas or oil heating.

How much do you trust local HVAC contractors to recommend the best heating option for your home?

In which country do you currently live?

• United States
• Canada
• United Kingdom
• Australia
• Other

Which heating sources did your household use last heating season? Select all that apply.

• Natural gas furnace
• Oil furnace/boiler
• Propane furnace/boiler
• Electric resistance (baseboards/radiators)
• Electric furnace
• Wood or pellet stove
• District heating
• Heat pump
• Other

Switching from my current heating system to a heat pump would be worth the effort and disruption.

What state, province, or region do you live in?

Do you currently have any heat pump installed at home?

• Yes, as my primary heating system
• Yes, as a supplemental system
• No

I feel well-informed about how heat pumps work and whether one would suit my home.

What is the highest level of education you have completed?

• Some high school
• High school diploma or equivalent
• Some college/technical
• Associate degree
• Bachelor's degree
• Graduate/professional degree
• Prefer not to say

Approximately when was your most recent heat pump installed?

• Before 2015
• 2015–2019
• 2020–2022
• 2023–2024
• 2025
• Not applicable — I do not have a heat pump

What is your approximate total annual household income before taxes?

• Under $25,000
• $25,000–$49,999
• $50,000–$74,999
• $75,000–$99,999
• $100,000–$149,999
• $150,000–$199,999
• $200,000 or more
• Prefer not to say

How satisfied are you with the overall performance of your current heat pump?