Assess Energy Decisions and Motivations

A utility company sought to assess energy-saving habits among small business and residential customers. Insights around perceived benefits and challenges for smart energy use helped the company improve outreach efforts and boost buy-in among each audience.

APPROACH

W5 conducted online discussions with each audience to better understand information- seeking behaviors, preferences, and evaluation criteria for daily and long-term energy conservation. Discussions focused on current motivations to save energy, including environmental and practical concerns, and awareness of the utility company’s energy-efficiency programs, products, and customer rewards. To more closely examine pain points and successes, participants mapped a recent energy-saving home project or business initiative, highlighting problem areas and opportunities for enhanced support and information from the utility company.

RESULTS

W5 armed the client with a better understanding of customers’ goals for energy consumption and roadblocks to engaging with conversation efforts on a more consistent basis. After examining these motivations and drawbacks in-depth, the client was able to leverage practical and emotional touchpoints in program communications and offerings, ultimately elevating the utility company to the role of trusted advisor and ally in energy-saving efforts.