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First Steps: How Early Adopters Climb the Solar Energy Ladder

Posted By Michael Leen, FINCA International, Tuesday, October 8, 2019

FINCA International’s research team, in collaboration with a consultant from MIT D-Lab, just published a white paper that looks at how and why early adopters used entry-level solar products to make their initial steps up the energy ladder. All study participants were customers of BrightLife, a social enterprise by FINCA International in Uganda.

The first steps in a customer’s journey to product adoption, especially in nascent sectors like solar energy, are so important. Early adopters must overcome significant barriers, including cost, lack of familiarity and the pull of old habits. Understanding the experiences and motivations of early adopters opens a window into this critical moment in the market’s inception and can inform further efforts to build demand for solar as well as other emerging products that address basic needs for the world’s poor. It is also central for understanding the social impact of these products, because turning potential benefits into real-life improvements depends on the customer behaviors that surround them.

You may view the executive summary and full-length white paper here:

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Tags:  Research  Social Enterprise  Social Impact 

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