About Us | Electrify Research

About

Electrify Research is the leading authority on homeowners and the energy transition

Through our Homeowner Electrification Tracker Study (HETS), we deliver the data and insights that organisations need to drive mass adoption of home electrification technologies and their enablers. Namely; heat pumps, EVs, solar, batteries, new energy tariffs, energy provider preferences and lending services.

The energy transition isn’t just a technology challenge: it’s a human one. Homeowners considering making their decarbonisation choices face confusion, inertia and competing priorities. Adoption will stay too slow unless we understand and address these barriers. Electrify Research was created to do just that.

HETS provides the market intelligence needed to decode homeowner decisions, giving you the intelligence to size markets, design propositions and grow your business while also helping to accelerate the energy transition. Understanding the market isn’t optional, it’s essential. HETS facilitates this understanding.

Ben Marks

Founder & MD

Ben founded Electrify Research in May 2023 with a mission to provide high-quality, instantly accessible insights and tracking data to improve consumer understanding and help accelerate home electrification beyond the early adopters.

Ben has deep experience in building and scaling market research businesses. He founded and led YouthSight for 18 years (2004 to 2022) before exiting to Savanta in 2021-'22. YouthSight was a highly regarded specialist agency of 30 researchers. Ben and his team developed five online tracker studies and dashboards, aimed at the higher education market, large youth-focused brands and government. Clients included over 100 UK universities plus organisations like the BBC, HSBC, Puma, Sport England, PwC, ITV and the National Citizenship Service (NCS).

Ben holds a BA from Manchester University and an MBA from Bayes Business School. He is a Fellow of the Market Research Society (MRS) and has served as an MRS Annual Awards judge since 2022 and an MRS mentor since 2023.

Misha Tsvelik

Data visualisation developer

Misha develops cutting-edge data visualisations and dashboards. He is a hands-on innovator across products and technology with 17 years of experience in insight and tech. He focuses on building online dashboarding tools for data exploration and actionable analysis, bringing together online behavioural, point-of-sale and questionnaire data for our new generation of products in the Brand space. Through his company, Data is Alive, Misha makes our findings come alive with engaging interactive data visualisations and data interrogation tools.

Before working with Electrify, Misha was Innovation Director at EasyInsights for five years followed by seven years as Senior Technical Architect at GfK, leading a team of engineers and developing insight solutions for Marketing & Consumer Intelligence including GfK’s flagship Brand Architect product.

David Voxlin

Research consultant

David collaborates closely with Electrify Research through his consultancy, Humanside, to uncover critical insights and shape data-driven strategies. Specialising in the demand side of the energy transition, he focuses on insight, strategy, and growth to drive impactful change. With over 15 years of experience addressing climate change, David’s career spans policy, campaigning, consultancy, and start-ups. He partners with organisations leading the charge towards Net Zero across the energy transition landscape, delivering actionable solutions that help them stay