About Us | Electrify Research

The energy transition is the most important challenge of our time, but we're addressing it far too slowly. Our mission is to help speed things up by providing the missing piece of the puzzle: consumer insight.

Heat pumps, EVs, rooftop solar, home batteries, smart meters and dynamic tariffs are now on hand, ready for mass adoption. But mass adoption will take far too much time - time we don't have - unless we can market these new technologies far more effectively. For that, serious marketers and policy professionals need accurate, representative, reliable market research. That's what we provide.

Homeowners are the key decision-makers on all these electrification technologies yet they face confusion, inertia, scepticism, and competing priorities.

Barriers to adoption are as psychological as they are practical: from myths about technology performance to fears over costs. While the supply chain tends to focus on engineering, technology and policy, the real challenge lies in understanding consumer behaviour.

Electrify Research was created to address this challenge. Our Homeowner Electrification Tracker Study (HETS) provides the market intelligence needed to decode homeowner decisions. What people already own, what they'd consider choosing in the future, under what circumstances, product familiarity, purchase intent, buyer journey, drivers and barriers to purchase. HETS provides the hard data organisations need to make key decisions: to determine the market size, to build propositions, to allocate resources, to develop communications, to effectively target and segment the market.

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 ahead in their industries.