Thinking about doing market research? Start here.
What do your customers think about renewables? Are they willing to pay more for renewable resources? Do they prefer wind to solar? Market research – finding out what your customers think, want and need – should be an important part of any utility’s renewable planning process.
Here we provide information to help you get started down the market research path. We start by describing the five most popular mistakes, utilities make in market research – so you can avoid these common pitfalls. We then review and summarize what’s already known, so you can sharpen your research questions so as to provide new knowledge. The market research process can be quite complex, so we include a flow chart laying out all the steps. Most utilities will outsource some or all of their market research, so we provide detailed instructions on how to work with market research firms. Finally, we provide model survey forms you can edit and modify to meet your needs.
Deliberative Polling
A Deliberative Poll is a scientifically based information collection process. Nine utilities in the United States have now conducted Deliberative Polls, 8 Investor Owned Utilities in Texas, and one large consumer-owned utility in Nebraska. These poll were conducted to gage customer opinion about utility investments in renewable resources and conservation, with the primary focus on renewable resources. The polls showed overwhelming support for greater use of wind power and conservation. Deliberative Polling build a strong case for involving customers in the resource decision making process.
