Marketing Energy Programs: Making an Impact
Published By : Parks Associates Published Date : 2016-06-09 Category : Energy & Environment Sub Category : Home Energy No. of Pages : 70

SYNOPSIS

‘Marketing Energy Programs: Making an Impact’ uses Parks Associates market segmentation and classification schema to more deeply understand the market for consumer energy programs and services.

This 360 View Update examines familiarity with energy programs and factors that impact customer participation and also identifies partnership opportunities through existing customer relationships.

The research also evaluates marketing channels across segments to provide energy program administrators, product designers, and service providers a good foundation to leverage the most current customer insights into marketing programs.

This study is available in a powerpoint format with 70 slides.

Consumers Very Likely to Participate in an Energy Program
with Specified Incentives
U.S. Broadband Households

ANALYST INSIGHT

“Only 19% of consumers are very familiar with programs that offer tax rebates or other incentives in return for energy-efficiency initiatives such as home remodeling or home energy management. Consumers are willing to take action to save energy- 84% of U.S. broadband households took some kind of energy-savings action in 2015-so programs need to find better ways to get information to the consumer. Nearly 30% of U.S. broadband households are willing to participate for informational incentives such as energy usage data.” - Eddie Accomando, Research Analyst, Parks Associates.

About the Research

Previous Research

Industry Insight, Key Findings, and Recommendations

Consumer Segmentation & Classification

Segmentation Overview

Insight Through Classification of Energy Consumers

  • Technology Adoption Segments (Q4/15)
  • Energy Bill Segments (Q4/15)
  • Energy Program Priority Segments (Q4/15)
  • Energy Behavioral Segments (Q4/15)
  • Energy Saving Actions (Q4/15)
  • Attitudinal Segments (Q4/15)
  • Attitudinal Motivation by Pace of Technological Adoption (Q4/15)
  • Smart Home Segments (Q1/16)
  • Smart Energy Device Purchase Intention by Smart Home Segment (Q4/15)

Energy Program Familiarization:

  • Familiarity with Energy Programs (Q4/15)
  • Familiarity with Energy Programs by Technological Adoption Segment (Q4/15)
  • Familiarity with Energy Programs by Energy Bill Segment (Q4/15)
  • Familiarity with Energy Programs by Energy Segment (Q4/15)
  • Familiarity with Energy Programs by Energy Behavioral Classifications (Q4/15)
  • Familiarity with Energy Programs by Attitudinal Segment (Q4/15)
  • Familiarity with Energy Programs by Smart Home Segment (Q4/15)

Likelihood to Participate in Energy Programs:

  • Likelihood of Participating in an Energy Program with Specified Incentives (Q4/15)
  • Likelihood of Participating in an Energy Program with Specified Incentives by Energy Segment (Q4/15)
  • Likelihood of Participating in an Energy Program with Specified Incentives by Technological Adoption Segment (Q4/15)
  • Likelihood of Participating in an Energy Program with Specified Incentives by Energy Bill Segment (Q4/15)
  • Likelihood of Participating in an Energy Program with Specified Incentives by Energy Behavioral Classifications (Q4/15)
  • Likelihood of Participating in an Energy Program with Specified Incentives by Attitudinal Segment (Q4/15)
  • Likelihood of Participating in an Energy Program with Specified Incentives by Smart Home Segment (Q4/15)

Delivering Energy Programs Through Partnerships:

  • Perception of Energy Provider Offering Information on Specified Energy Programs (Q4/15)
  • Willingness to Trust Energy Program Information by Provider of Information (Q4/15)
  • Preferred Provider of Day of Use Incentive Payment (Q4/15)
  • Preferred Provider of Upfront Incentive Payment (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Companies (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Types of Companies by Technological Adoption Segment (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Types of Companies by Energy Bill Segment (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Types of Companies by Energy Program Priority (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Types of Companies
    by Energy Behavioral Classification (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Companies
    by Attitudinal Segment (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Types of Companies by Smart Home Segment (Q4/15)
  • Likelihood of Participating in an Energy Program from Specified Types of Companies by Children at Home (Q4/15)

Energy Program Marketing:

  • Sources For Learning About Energy Programs (Q4/15)
  • Sources For Learning About Energy Programs by Technological Adoption Segment (Q4/15)
  • Sources For Learning About Energy Programs by Energy Bill Segments (Q4/15)
  • Sources For Learning About Energy Programs by Energy Program Priority (Q4/15)
  • Sources For Learning About Energy Programs by Energy Behavioral Classification (Q4/15)
  • Sources For Learning About Energy Programs by Attitudinal Segment (Q4/15)
  • Sources For Learning About Energy Programs by Smart Home Segment (Q4/15)
  • Learning About Energy Programs via Specified Print or Electronic Mediums by Age (Q4/15)
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