Marketing Energy Programs: Making an Impact

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

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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)

Publish Date: 2Q 2016

Slides: 70


Authored By:
Tom Kerber - Director, IoT Strategy
Eddie Accomando - Research Analyst
David Mitchel - Research Analyst
Yilan Jiang - Senior Research Manager
Katherine Li - Researcher

Published by Parks Associates
© June 2016 Parks Associates | Dallas, Texas 75248

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