How do you segment customers for residential solar panels?

Both matter, but for residential solar I'd weight psychographics pretty heavily — homeowners who are 'eco-conscious early adopters' convert way differently than 'cost-driven pragmatists,' even if they look identical on demographics. A solid starting point is combining homeownership + income + roof type (from GIS/property data) with attitudinal segments around environmental values and financial mindset. Tools like ESRI Tapestry or even a simple cluster analysis on a survey can get you there fast.