In this enlightening episode of the Refurb and Retrofit podcast, host Matt Milloy engages with Dr Yekhaterina Brobrova, a distinguished researcher from the University of Oxford, to explore the intricacies of domestic retrofit. The conversation delves deep into the psychological and emotional barriers homeowners face when considering retrofitting their homes. Yekhaterina's insights reveal a fresh perspective on the retrofit industry, emphasizing the emotional connection homeowners have with their homes and how this affects their decision-making process. During the episode, Yekhaterina presents her findings on the common misconceptions within the industry, where the emphasis often lies heavily on financial benefits and energy savings. She brings to light the importance of addressing the emotional significance of homes and their impact on the homeowners' motivations. Matt and Yekhaterina discuss the importance of trust in the retrofit process and how negative experiences can have lasting repercussions on homeowners’ perceptions, ultimately affecting industry uptake. The conversation also covers the heuristic framework—Home for the Common Future (HCF)—developed by Yekhaterina to guide better understanding and communication around retrofitting benefits.