Best way to segment consumers for a home solar product launch?

Question

Trying to figure out which customer groups to prioritize for a residential solar campaign. Not sure if we should go psychographic or just stick to demographics.

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Thomas Nguyen · Answer

For solar, I'd honestly combine both — demographics get you to the right zip codes (homeowners, HHI $75k+, homes 10+ years old), but psychographics are what actually convert. Eco-conscious values and 'early adopter' mindset tend to be the strongest predictors of purchase intent in my experience. Run a quick cluster analysis in SPSS or even a survey with attitudinal questions to find where those two overlap — that's your sweet spot segment.

Best way to segment consumers for a home solar product launch?

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