Net zero heating and energy efficiency standards - phase 3 and 4: qualitative research

3. Methodology

The research was conducted in four phases. This report outlines the results of phase three and phase four.

3.1. Recruitment

The methodology was developed to collect qualitative data on participants’ perspectives on the prospective legislation. Six 90-minute-long focus groups were held between 29 November and 1 December 2022 in the third phase of the research and a further six were held between 28 February and 2 March 2023 in the fourth phase. In each phase, two focus groups were held in Glasgow and four were held remotely through Teams. All twelve focus groups involved semi-structured discussions and were moderated by a Taylor McKenzie researcher. Each focus group consisted of between four and seven homeowners (typically six) from different demographic, geographic and house type categories:

• geographic location (urban, suburban, rural small town or village, remote rural)
• participants from a range of housing types (detached house, semi-detached, bungalow, tenement etc)
• participants from a range of ages of buildings including at least one property less than 10 years old and one 100 years or older
• age grouping: 18-45, 45-75, 18-75
• socio-economic status: ABC1^[2], C2DE^[3]
• ethnic minority participants
• financially vulnerable participants
• participants with different accessibility needs
• properties that are off the gas grid

These participant categories helped secure representation from key types of owner-occupier households in Scotland. An effort was made in both phases to ensure that the more vulnerable categories of homeowners – for example, those likely to be disproportionally affected due to disability, economic status and age – were well-represented. It was also important to represent homeowners who may face unique challenges in improving energy efficiency, such as those living in multi-occupancy, older and listed buildings. During both phases of research, one of the groups focussed on digitally excluded participants, one on financially vulnerable participants and two groups focussed on first-time buyers, new buyers (those who bought a property in the last two years) and prospective buyers^[4].

The composition of each focus group for both phases is included in Appendix A and B.

3.2. Data collection

The focus group content and discussion guides were developed by Energy Saving Trust and Taylor McKenzie in consultation with the Scottish Government. The discussion guides for phase three and phase four covered the following topics collectively:

• Participants’ understanding and attitudes towards net zero – discussed in detail in phases one and two; only discussed at an overview level in this round.
• Participants’ feedback on three scenarios where regulations could be brought in:
  • change of occupancy^[5]
  • backstop dates^[6]
  • boiler breakdown^[7]

For each scenario, feedback was sought on the following:

• participants’ views on the scenario
• the scenario’s overall fairness

All scenarios were discussed in detail in phases one and two. Scenarios one and three only discussed at an overview level in this round; scenario two was covered in detail in this round as it was considered the fairest among the three scenarios according to the participants.

• Participants’ reactions and opinions on the different potential phasing approaches to implement the proposed regulations - discussed in detail in phases one and two; phasing for scenario 2 – backstop dates covered in detail in this round.
• Participants’ suggestions on the support required to meet the proposed regulations – covered in detail in all rounds of research.
• Participants’ views on how best to raise awareness and educate people on the proposed regulations i.e. through which channels, tactics, target audiences etc., and what should the role of the Scottish Government be – not discussed in phases one and two; covered in detail in this round.

Participants were encouraged to remain open to different ideas and allow their stances to fluctuate throughout the discussions. Their comments were not treated as ‘right’ or ‘wrong’ (other than the moderator offering technical corrections) but received neutrally by the research team. The focus of the discussion (and moderation) was overwhelmingly geared towards encouraging participants’ free critique of the scenarios. This involved encouraging any disagreement or agreement with scenarios and with others in the room, followed by heavy stress on constructive feedback.

Copies of the discussion guides used in phases three and four are included in Appendix C and D.

3.3. Data capture and analysis

For both phase three and phase four, after the completion of focus groups, the following steps were taken to analyse the information collated:

• A transcription of each focus group was produced.
• The moderator read through the transcripts of the sessions to remind herself of all the relevant discussions and compiled a list of the emerging themes.
• A data merger session was held between the moderator and the Energy Saving Trust team to identify any similarities and differences in themes across the groups and between different types of participants. This allowed a list of the main themes resulting from the discussions to be compiled.
• The transcripts were reviewed again using the main themes as a framework for analysis to ensure all information was captured within the themes and to identify useful quotes for illustration of the themes.