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SGN

Refining propositions

The insight that Savanta gathered and reported meant that SGN could further hone their proposition, increasing the likelihood of people opting in to the trial and ensuring their concerns were addressed.

SGN is a British gas distribution company that manages natural and green gas distribution networks in Scotland and in the south of England.

The Challenge

SGN were selected by Ofgem and the Scottish Government to conduct a neighbourhood trial in Scotland, where homes that use natural gas for heating and/or cooking would be switched to use green hydrogen. This is an alternative fuel source that doesn’t produce any carbon when burned. Over 80% of homes across Scotland use natural gas for heating, but in doing so, are responsible for a third of all greenhouse gas emissions. Therefore, the switch to a greener solution is a crucial step towards the Scottish Government’s plans to reduce emissions to net zero by 2045.

Our approach

SGN commissioned Savanta to conduct primary research to understand how consumers react to the idea of a neighbourhood trial – would they opt-in or out, and would they need a personal incentive to participate?

We ran an online survey among 1,000 Scottish consumers, with quotas and controls to ensure they broadly reflected the population of the neighbourhood that SGN’s trial was planned for.

The survey contained a proposition which explained the benefits of the trial and how it would work, including the types of in-home appliances available, the effect on energy bills and the extent of up-front disruption during installation.

The outcome

The insight that Savanta gathered and reported meant that SGN could further hone their proposition, increasing the likelihood of people opting in to the trial and ensuring their concerns were addressed.