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Situation:
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The client wished to understand the importance and usage of various product and services, energy consumption behaviour, and information sources in order to develop and promote energy management programs.
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Method:
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The study design consisted of a placed-mail survey with 9,000 10-minute telephone interviews, 7,000 mailed surveys with 200 questions, and 4,000 completed questionnaires among residential customers.
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Outcome:
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A communications model was designed to identify all relevant profile information for two residential customer segments (one values based, the second based on opportunities to participate in demand management initiatives). Profiles for each segment identified their particular demographics, appliance, electricity and energy management usage, and information sources. The client developed, positioned, and promoted new products and services targeted to each of the population segments.
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