Your residential customers love rooftop solar—there’s no denying that. What we weren’t sure of is whether their perceived costs of rooftop solar are a factor behind their support for it.

We surveyed more than 7,000 residential North American customers about the costs of rooftop, community, and large-scale solar compared to traditional grid-supplied electricity. We then gave them a basic solar education and asked our questions again to see if their support shifted. The results may surprise you.

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