Why do customers choose or reject heat pumps, and what interventions can help accelerate adoption? Drawing on consumer surveys, field studies, and industrial case studies, the speakers will explore customer decision-making across residential, multifamily, and industrial markets, sharing the motivations, business cases, and market barriers that shape technology adoption and identifying opportunities to support broader deployment.

Moderated by Bryce Dias, Principal Program Manager, Building Electrification & Efficiency Strategy, PG&E.