How do you segment customers for a home solar panel study?

For solar specifically, I'd lead with homeownership status and roof type first (renters are basically a dead end), then layer in household income and monthly energy bill — those two together predict purchase intent way better than income alone. Environmentally-motivated vs. cost-motivated is also a killer attitudinal split that changes your messaging strategy completely. We ran a segmentation like this for a solar client last year using a combination of k-means clustering and a short attitudinal battery — happy to share the survey structure if it helps.