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California Information Display Pilot: ODC’s General and Pilot Research Findings

California Information Display Pilot: ODC’s General and Pilot Research Findings. Presented by: Brad Kates Opinion Dynamics Corp. Methodology. Conducted focus groups with TOU customers (findings presented by Mark at earlier meeting)

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California Information Display Pilot: ODC’s General and Pilot Research Findings

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  1. CaliforniaInformation Display Pilot:ODC’s General and Pilot Research Findings Presented by: Brad Kates Opinion Dynamics Corp.

  2. Methodology • Conducted focus groups with TOU customers (findings presented by Mark at earlier meeting) • Conducted a quantitative general population survey of 400 residential customers and 204 small commercial customers (across three utility territories) • Conducted pre- and post-treatment surveys of participants in the pilot effort

  3. Research Questions • What is the potential for real-time feedback and/or detailed consumption analysis beyond what the Joint Utilities are offering in the SPP? • What are customers’ preferences for information technologies currently not available from utilities that customers would find useful to pay directly for, and what mechanisms would they use to purchase? • What kinds of information do IDP participants need/want to respond more easily and effectively?

  4. What is the potential for feedback? • Almost all residential and most commercial customers felt that they could do something to shift or reduce usage

  5. What is the potential for feedback? • Many customers appear to need more information in order to make changes 81% 70%

  6. Residential Barriers • Largest residential barrier is that they have not had opportunity to assess savings opportunities

  7. Commercial Barriers • Commercial barriers are greater than residential barriers

  8. What is the potential for feedback? • Largest commercial barrier: Customers could not adjust usage because all usage was critical—more than 2/3rds consider this a barrier • Barriers are at odds with initial response that they could adjust in an emergency • Interestingly, in pilot research, some customers on the CPP-V rate that felt they could not adjust usage • Messaging, such as why needed and what can be done (e.g., turning off some rather than all lights) is important

  9. Relevant Recommendations • Target Information to Customers In Need • Recognize that not all customers on rate are able to make adjustments • Target customers who are willing and capable of shifting during critical peaks • Consider further analysis to determine predictors of “willing/able to shift” (such as billing trends, geographic location, specific equipment, etc.)

  10. Relevant Recommendations • Work to refine commercial customer information and messaging • The rate is a more difficult sell to small commercial customers (easier sell to residential customers) • Tailor current marketing and information to the residential market • Work to refine commercial messages/materials

  11. What are customer preferences? • Through the general population survey, we also asked customers about various types of information, such as a customized newsletter, pie charts, quick tips, etc.

  12. What are customer preferences? Usefulness of Various Reports and Information *A significantly higher percentage of residential customers indicated that the energy savings idea would be useful than commercial customers.

  13. What are customer preferences? Percentage of customers that feel that real-time information displays would be useful

  14. What are customer preferences? • Customized and specific to the customer’s individual rooms, appliances or equipment • Simple messaging • Tone of empowerment in saving energy/money • Customers most likely prefer receiving messages through mail, (2/3rds of all customers indicated that this was the preferred method.)

  15. What are customer preferences? Residential Preferred Forms of Communication

  16. What are customer preferences? Commercial Preferred Forms of Communication

  17. What are customer preferences? • Customers are willing to pay a little more for an energy display device than for general information, with commercial customers more willing to pay *A significantly higher percentage of residential compared to commercial customers said that they would pay this price. ^A significantly higher percentage of commercial compared to residential customers said that they would pay this price.

  18. Relevant Recommendations • Provide information via mail while working to engage customers through other methods • Hard copy information is currently best method • May want to require e-mail address at time of sign-up • Look into creative ways to engage customers electronically • To be most effective, allow for various methods of communication (airline approach)

  19. Relevant Recommendations • Consider deploying real-time energy use displays • Customers are interested in real-time displays, particularly those that display cumulative energy costs over the month • Continue to explore current technologies and consider conducting a real-time display pilot

  20. What do IDP participants want? • The majority of customers that are willing to take action appear to like the Energy Orb • Most felt that the orb was effective in giving advance notification of price changes • The Energy Orb was the preferred method of event notification over telephone, with some wanting both

  21. What do IDP participants want? • Not all customers could recall the newsletter • Most residential respondents (12 of 14) and all commercial respondents (10) that recall receiving newsletter would like to continue receiving it

  22. What do IDP participants want? • 19 of 23 residential respondents took action as a result of the two IDP treatments • 17 of 26 commercial respondents took action as a result of the Energy Orb or newsletter • Customers indicated that the Energy Orb had a bigger effect than the newsletter on their behavior

  23. What do IDP participants want? • Only two residential respondents and three commercial respondents were willing to pay more than $25 for the Energy Orb, even after using it • Residential customers showed a slight preference for purchasing from a retail store over a fee from the utility, while commercial customers were twice as likely to prefer the retail store option • It may be possible to reduce the cost of the technology in large volumes or find a substitute for future rates

  24. Relevant Recommendations • Continue to search for dynamic price feedback and price notification displays that offer the benefits of the web site, newsletter, and the Energy Orb • Feedback and “real-time” visual cues are effective • Customers generally liked features of Energy Orb • Was interesting and engaging – not usually associated with rates • Treatments could use improvements and enhancements • Small samples in IDP need to be expanded for more statistically valid assessments of treatments

  25. Thanks… Contact Information: Brad Kates Vice President Opinion Dynamics Corp. 617-492-1400 x 235 bkates@opiniondynamics.com

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