The BPA Energy Efficiency Residential Segmentation

In 2009, Bonneville Power Administration (BPA) engaged an independent market research company to conduct a residential market segmentation study which categorizes customers into segments based on attitudes and energy efficiency behaviors. The contractor was selected because they conducted similar research for Puget Sound Energy (PSE), which allowed BPA to leverage the developed methodology to cost-efficiently implement the study in the BPA region. The "Detailed Findings" document, which can be downlodaed above, may be useful to others developing survey methodologies and market research questionnaires.

Research like this allows utilities to understand residential customer decision making related to energy efficiency. The research results facilitate development of appropriate marketing and messaging that will inform:

• development of new residential energy efficiency programs and services
• improving design of existing programs
• developing more informed marketing strategies
• improving customer communications

Learn More about BPA's Effort >>