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ROADMAP ON GEOTHERMAL HEAT ENERGY
Strategic Marketing Plan

GEOTHERMAL HEATING SYSTEMG USER EXPERIENCE

A workshop was held on July 4, 2023, to discuss how geothermal energy can help Northern Ireland achieve net-zero emissions. The focus was on installing a geothermal heating system in a new building at Queen's University Belfast. The workshop aimed to gather input on the system's design and gather data on user experience through a "living lab" to optimize its performance and impact.

MEASUREMENT CONSTRUCTS SELECTION

To evaluate a geothermal system's performance and user satisfaction, specific aspects beyond functionality are considered: comfort, environmental impact, and user satisfaction.

COMFORT

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Focuses on physical sensations and user perception of indoor climate, air quality, and temperature. Includes temperature control, indoor air quality, and noise levels.

ENVIRONMENTAL IMPACT

Examines user perception of the system's environmental benefits, including energy efficiency, emissions reduction, resource management, and sustainable practices.

USER SATISFACTION

Measures how well the system meets user expectations, needs, and desires. Includes performance expectations, comfort and convenience, and perceived benefits like energy savings and environmental friendliness.

By gathering data on these constructs, a comprehensive understanding of user experience and system performance can be achieved.

USER ENGAGEMENT METHODS

CAPTURING USER EXPERIENCE

To understand user experiences with a geothermal system, various methods can be employed:

ONLINE PLATFORMS

Surveys, interactive maps, live chats, and review sections can be used to gather feedback directly from users.

OFFLINE PLATFORMS

Traditional surveys, social media, suggestion boxes, and in-person interactions can also be used to collect data.

DATA-DRIVEN APPROACH

Sensors and smart devices can collect environmental data, which can be combined with user feedback to analyze comfort levels.

CONSTRUCT-BASED SURVEY QUESTIONS

Surveys can be designed to gather specific information about user experiences related to comfort, environmental impact, and user satisfaction. By asking targeted questions, researchers can gain insights into user perceptions and preferences.

For example, questions could focus on:

  • How comfortable users feel at different indoor temperatures

  • Perceptions of air quality and its impact on well-being

  • Opinions about the system's energy efficiency and environmental benefits

  • Overall satisfaction with the system's performance and features

By combining these methods and analyzing the collected data, researchers can develop a comprehensive understanding of user experiences and identify areas for improvement in geothermal system design and implementation.

(Survey Question Example in the pdf document)

SERVICE QUALITY

The SERVQUAL framework, a commonly used model for measuring service quality.
we are evaluating the measurement constructs in capturing user experiences linked to geothermal heating systems.

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SERVQUAL Framework

USER EXPERIENCE DEMONSTRATION

CONSUMER VALUE
CO-CREATION

Involve users in the development of geothermal systems through platforms and workshops to gather feedback and improve performance.

VISUALISATION

Use images, infographics, and data visualizations to communicate the benefits of geothermal energy to various audiences, including success stories and user experiences.

ENERGY KEY PERFORMANCE INDICATORS(KPIs)

Track and visually represent the environmental and economic impact of geothermal energy, including carbon emissions reduction, cost savings, and heat extraction efficiency.

IMPACT OF GEOTHERMAL ENERGY ON CARBON FOOTPRINT

Geothermal energy significantly reduces carbon emissions both during construction and operation by using less carbon-intensive materials and relying less on fossil fuels.

HEAT PUMP MARKET ROADMAP IN NORTHERN IRELAND

THE PATH TO NET ZERO ENERGY

  • Geothermal energy is a clean, renewable energy source available year-round.

  • It's reliable, weather-independent, and requires less land than other renewables.

  • Geothermal can provide heating, cooling, and electricity, making it versatile.

  • Abundant geothermal activity in Northern Ireland allows for power generation.

  • This sustainable source offers social, economic, and environmental benefits.

  • Geothermal is key to Northern Ireland's future energy security and sustainability.

GEOTHERMAL ENERGY:
A SUSTAINABLE POWERHOUSE FOR NI

VISION

Northern Ireland aims to become a global leader in geothermal heat pumps. This involves:

Expanding beyond air and ground source technologies.

Fostering economic growth and creating jobs.

Collaborating with industry and educating the public.

Attracting investment and developing innovative technologies.

Promoting favorable policies for geothermal energy.

GEOTHERMAL HEAT PUMP ROADMAP

The Geothermal Strategy sets out a framework for harnessing and integrating geothermal energy into Northern Ireland’s built environment This strategy sets out a process for planning, developing and implementing geothermal systems in line with the net zero approach established by the NI Department of Finance

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PLANNING

Step 1: Initiation

The launch of Northern Ireland's geothermal heat pump market plan is a crucial step towards a sustainable future. This initiative aims to address environmental and economic challenges by promoting both air and ground source heat pumps.

A clear and focused geothermal market strategy is essential to guide this effort. It should outline specific goals, objectives, and desired outcomes to unite stakeholders and achieve a shared vision for a sustainable Northern Ireland.

GOALS

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USER EXPERIENCE & MOTIVATION

In Northern Ireland (NI), assessing the current user experience with geothermal heat pumps involves - 

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BEHAVIOUR & COLLABORATION

To successfully promote geothermal heat pumps, it's essential to understand:

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  • Consumer behavior: How people use heating and cooling, their preferences, and the factors influencing their decisions.

  • Market dynamics: Adoption rates, usage patterns, and barriers to entry.

  • Environmental impact: Consumer awareness and interest in reducing carbon footprints.

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Collaboration is crucial for the growth of the geothermal heat pump industry in Northern Ireland. By working together, different sectors and industry associations can share knowledge and accelerate progress.

INNOVATION & IMPROVEMENT

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PRIVACY & TRUST

This highlights the need for:

  • Protecting user privacy by handling data responsibly and ethically.

  • Building trust with stakeholders and consumers through transparent practices.

  • Fostering positive relationships by engaging with stakeholders and promoting sustainable energy solutions.

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​FUTURE TRENDS IN GEOTHERMAL ENERGY IN NI

The geothermal energy sector in Northern Ireland is rapidly evolving.

Key developments include:

 

  • New technologies: Enhanced Geothermal Systems (EGS), geothermal heat pumps for district heating, and direct use in agriculture and industry.

  • Innovative approaches: Deep Direct-Use (DDU) systems, decentralized energy projects, and new financing models.

  • Digital advancements: Improved data management and tools for better resource assessment and efficiency.

To succeed, the industry needs to focus on:

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  • Market adaptation: Responding to climate goals, policies, and community needs.

  • International cooperation: Learning from other countries and sharing knowledge.

  • Regulatory support: Keeping up with evolving regulations.

  • Technological innovation: Staying ahead of the curve with new developments.

Step 2: BACKGROUND KNOWLEDGE

Northern Ireland heavily relies on fossil fuels for energy, leading to environmental issues. Geothermal energy is a potential solution but faces challenges

  • Low public awareness and limited infrastructure hinder its adoption.

  • Economic factors like affordability and existing heating systems influence uptake.

  • Technological hurdles exist in building upgrades and district heating systems.

  • Initial costs and regulatory complexities are barriers to widespread adoption.

CURRENT POLICIES IN NI MAY NOT FULLY SUPPORT GEOTHERMAL DEVELOPMENT. THERE'S A NEED TO:-

Analyze existing policies and identify gaps.

Assess technological limitations and awareness levels.

Understand infrastructure needs for geothermal projects.

TO MOVE FORWARD, NI SHOULD:

Prioritize geothermal energy in its transition to renewables.

Offer incentives to promote geothermal use & Educate the public about geothermal benefits.

Simplify regulations for geothermal projects & Foster collaboration among stakeholders.

Invest in research and development of geothermal technologies.

Step 3: EXPECTED OUTCOME OF THE ROADMAP

These outputs collectively aim to bridge the gap between the current situation and the desired future state by addressing regulatory, informational, and awareness gaps while facilitating a rapid increase in geothermal heat pump adoption in Northern Ireland.

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DEVELOPMENT

Required Actions to Achieve the Goals:

Step 4. ACTION

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By undertaking these required actions, the development part of the strategic market roadmap for geothermal heat pumps in NI can navigate challenges, foster collaboration, and lay the foundation for a successful and sustainable adoption of geothermal technologies.

Step 5: STRATEGIES

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TO PROMOTE GEOTHERMAL HEAT PUMPS,

Increase awareness: Use social media and traditional methods to educate the public.

Build partnerships: Collaborate with real estate, architects, builders, and hotels to increase adoption.

Secure funding: Partner with stakeholders, increase taxes, and explore loans.

Implement and expand: Start with business-to-business sales, then move to direct-to-consumer. Invest in manufacturing, installation, research, and development. Eventually, target international markets for growth.

  • Objectives: Increase geothermal energy use for heating and cooling, especially in buildings and district heating systems. Improve efficiency and reduce costs.

 

  • Key Performance Indicators (KPIs): Raise awareness, increase geothermal heat pump efficiency, reduce drilling costs, and develop new technologies like enhanced geothermal systems (EGS).

 

  • Implementation: Combine research, development, training, and infrastructure investment. Focus on cost reduction and risk management.

 

  • Financing: Secure public and private funding through European Commission, member states, and funding agencies.

 

Overall, the goal is to expand geothermal energy's role in Europe's renewable energy mix.

EXAMPLE
European Geothermal Roadmap Summary

IMPLEMENTATION

 

After comprehensive planning and development, the final step is the implementation of the strategic roadmap for geothermal heat pumps in Northern Ireland.

 

Implementation involves translating the outlined strategies, goals, and action plans into tangible activities and initiatives.

 

Here's a structured approach for the implementation phase:

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Step 6: PRIORITIES & TIMELINES FOR GEOTHERMAL HEAT PUMPS

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These priorities and timelines consider dependencies, importance, and strategic alignment, emphasizing a holistic approach to the successful implementation of geothermal heat pumps in Northern Ireland.

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Step 7: ROADMAP DISSMINATION

This comprehensive dissemination strategy ensures the widespread sharing of information about the geothermal heat pump roadmap in Northern Ireland, reaching diverse audiences through various channels and fostering ongoing engagement.

CONCLUSION

The geothermal heat pump roadmap is a strategic plan to transition Northern Ireland to a sustainable energy future. It outlines steps to implement geothermal technology, involves stakeholders, and emphasizes communication and monitoring. The goal is to create a low-carbon, resilient energy system for the region.

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