Q01
Message
All templatesSustainability & Impact
Heat Pump Adoption Barriers & Decision Drivers Survey
Measures homeowner awareness, cost perception, trust in contractors, incentive impact, and psychological barriers to heat pump adoption. Designed for energy utilities, policymakers, and HVAC marketers seeking to identify and prioritize adoption levers.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
34 questions · ~14 min
Q02
Multiple Choice
Which best describes your current housing situation?
- Own (homeowner)
- Rent/lease
- Live with family/other, not the owner
Q03
Multiple Choice
What type of home do you live in?
- Detached single-family house
- Townhouse/row house
- Apartment/condo
- Duplex/triplex
- Mobile/manufactured home
- Other
Q04
Opinion Scale
How likely are you to install or upgrade to a heat pump in the next 2 years?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q05
Multiple Choice
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
Q06
Opinion Scale
Heat pumps are a reliable technology for home heating.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q07
Ranking
Please rank the following factors by how important they are when choosing a home heating system, with the most important factor first.
- Upfront cost
- Monthly operating cost
- Comfort and performance
- Reliability
- Environmental impact
- Installer quality and availability
- Available rebates or tax credits
Drag to rank
Q08
Multiple Choice
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
Q09
Long Text
In your own words, what is the single biggest obstacle to adopting a heat pump for your home?
Q10
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65–74
- 75+
- Prefer not to say
Q11
Long Text
Based on your responses throughout this survey, is there anything else you would like to share about your thoughts or feelings regarding heat pumps?
Q12
Multiple Choice
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
Q13
Dropdown
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)
Q14
Multiple Choice
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
Q15
Ranking
Please rank the following barriers in order of importance for your household, with the most significant barrier first.
- Upfront cost
- Uncertain energy bill savings
- Contractor availability/expertise
- Electrical upgrade cost/complexity
- Suitability in cold weather
- Noise/aesthetics
- Space or placement constraints
Drag to rank
Q16
Opinion Scale
Heat pumps can heat a home effectively even in very cold weather.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q17
Multiple Choice
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
Q18
AI Interview
We'd like to understand more about what drives your heating decisions. An AI moderator will ask you a couple of follow-up questions.
Q19
Multiple Choice
What is your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q20
Message
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.
Q21
Dropdown
Approximately when was your home built?
- Before 1960
- 1960–1979
- 1980–1999
- 2000–2009
- 2010–2019
- 2020 or later
- Not sure
Q22
Dropdown
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
Q23
Opinion Scale
Heat pumps are better for the environment than traditional gas or oil heating.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q24
Opinion Scale
How much do you trust local HVAC contractors to recommend the best heating option for your home?
Scale: 1 – 7
Min:Do not trust at allMax:Trust completely
Q25
Dropdown
In which country do you currently live?
- United States
- Canada
- United Kingdom
- Australia
- Other
Q26
Multiple Choice
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
Q27
Opinion Scale
Switching from my current heating system to a heat pump would be worth the effort and disruption.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q28
Long Text
What state, province, or region do you live in?
Q29
Multiple Choice
Do you currently have any heat pump installed at home?
- Yes, as my primary heating system
- Yes, as a supplemental system
- No
Q30
Opinion Scale
I feel well-informed about how heat pumps work and whether one would suit my home.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q31
Dropdown
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
Q32
Dropdown
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
Q33
Dropdown
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
Q34
Opinion Scale
How satisfied are you with the overall performance of your current heat pump?
Scale: 1 – 7
Min:Very dissatisfiedMax:Very satisfied
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
Why this template
What this template is built to do — we found no directly comparable template from other survey tools to review.
What sets it apart
- Includes an AI follow-up interview module that adapts to each homeowner's stated barriers rather than relying only on fixed-choice questions
- Combines quantitative measures (opinion scales on trust, cost worry, environmental belief, likelihood to adopt) with ranking exercises on barriers and purchase-decision factors, giving utilities and policymakers a prioritized view of adoption levers
- Captures structured screening data (housing type, climate zone, home age, current heating source, existing heat pump status) so results can be segmented by the audiences energy utilities and HVAC marketers actually plan around
- Closes with an open-text reflection question and an auto-generated report, surfacing verbatim obstacles alongside quantifiable incentive-awareness and information-source data
Frequently asked questions
What questions are in the “Heat Pump Adoption Barriers & Decision Drivers Survey” template?
The template includes 34 ready-to-use questions, starting with: “Welcome to this survey on home heating decisions. We are interested in your honest opinions and experiences — there are…” · “Which best describes your current housing situation?” · “What type of home do you live in?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 34 questions in about 14 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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