Public Response to Residential Grid-Tied PV Systems in Colorado: A Qualitative Market Assessment

The early adopters of residential grid-tied photovoltaics (PV) have complex motivations to pay today's costs, including altruistic, environmental, and financial reasons. Focused interviews were conducted with a self-selected purposive sample interested in purchasing 2-kW or 3-kW PV systems with an installed cost of $8,000 to $12,000. The sample tended to be men or married couples ranging in agefrom their early thirties to their mid-eighties; professionals, managers, or small business owners; relatively financially secure, with experience with energy efficiency and renewable energy. Product attributes they preferred were net metering, warranties, guarantees, utility financing, maintenance, an option to own or lease, a battery option, and an aesthetically pleasing system. Potential PVcustomers needed more information before making a purchase decision.