More energy friendly housing (IBGE-BIM)

The Context
IBGE-BIM (the Brussels Institute for Environment) guides households in Brussels towards more energy friendly housing. Six local structures, supported by an overarching structure, are helping the households in the field. IBGE-BIM asked for market research to discover the ideal supporting package for governments and households.

The Challenge
How to define an appropriate offer given the different types of households within the Brussels area? How to size potential interest in the different services and prioritise and launch the offer? How to understand major motivators and main barriers and work out an operational activation plan to effectively reach the CO2 target and taking into account the human factor?

The Trajectory

  • Research. Based on internal work sessions and a first version of possible concepts, Futureproofed did qualitative research to sharpen the insights and the concepts.
  • Proposition. This resulted in one final proposition and key success factors as well as potential pitfalls. 
  • New research. After that we did a quantitative research with a focus on operational implementation questions and concrete business model inputs.
  • Implementation. Finally we accompanied the project to its implementation in the market.

Results & Resolutions
The launch date is planned for the end of 2012. IBGE-BIM now has a single-minded solution and proposition based on clear facts. All stakeholders are on board and contributed in the development of a full launch scenario, program governance and go-to-market approach.

And what have we learned for your benefit? Stakeholder alignment and the buy-in of all parties are crucial. The facts resulting from the market research give a sound basis for decision taking. It’s the foundation for aligning the different stakeholders around a common vision and towards a successful implementation.

Country: Belgium
Client: IBGE-BIM
Partner: Burat, GfK significant
Sector: Public, sustainable building
Services: Sustainable business innovation
Year: 2012