This study rings true. The gas industry, particularly in the midstream segment, is pushing the hydrogen agenda hard.

But surely there are bigger factors undermining full electrification e.g. comparative economics, householder preferences, the sheer volume of energy required to meet seasonal heating demand variances, and challenges storing/managing the required amount of electricity to cover these variances?

Tom - I am not familiar with the energy mix in the UK, but based on US data, there is more than enough need for both a mix of electrification of heat and alternatives on the gas supply.  The current data on Hydrogen costs even when there is some value to its ability to contribute to storage, is staggering, $/unit of energy delivered is so high.  High efficiency electric heat pumps are a much better choice, particularly in areas that are already using central cooling systems.  Heat pump technology has improved so dramatically that performance and costs TODAY can close the gap economically to an all electric HVAC solution - year around.  

I would make sure that your study highlights the effectiveness and efficiency of the electric heat pump - I would suspect that these manufacturers would provide extensive support to your efforts.

Good luck.