Toolkit for Retrofit Proto-Personas in Authorities

This guide presents a toolkit designed for local and combined authorities to enhance their place-based retrofit strategies through the use of proto-personas. Funded by The MCS Foundation, the toolkit aims to help authorities in England, while also being relevant to the broader UK context. It emphasizes the importance of understanding the diverse needs and motivations of households and property owners to maximize engagement with retrofit schemes. The document outlines the concept of proto-personas, which serve as archetypal characters based on research data, to assist authorities in identifying user motivations and barriers. The toolkit provides a set of proto-personas that can be utilized by authorities to validate existing persona sets or to create new resources tailored to their specific local contexts. Additionally, it discusses the customer journey stages and common barriers and motivations faced by households considering retrofit options. The toolkit is intended to be used alongside a full version available online.